SCOPE OF WORK

Package Design, Brand Development

TIMELINE

11 weeks

OVERVIEW

For this project, I was tasked with creating a sub-brand of ready-to-drink (RTD) coffee cans for the established brand, Fuel Coffee. The objective was to help Fuel expand into a new market and attract a broader customer base. Since 2005, Fuel has been known for its high-quality, no-frills coffee, with branding inspired by vintage 1960s gas stations. I sought to carry this theme forward in the sub-brand, which I named 94 Octane.

PROBLEM

I was tasked with developing a sub-brand for Fuel Coffee that maintained a strong connection to the parent brand while standing out from its existing product lines. My goal was to create a brand identity and can design that would be eye-catching on store shelves. The primary vending locations for these RTD cans would be gas stations and grocery stores.

SOLUTION

I drew inspiration from the vintage race car aesthetics of the 1950s and 60s, aiming to evoke a sense of speed that mirrors the energizing effect of coffee. My goal was to maintain the metaphorical connection between gasoline and coffee that Fuel Coffee established in its original branding. I explored multiple design iterations to find the most effective solution that fit the shape of the can, all while ensuring compliance with FDA labeling guidelines.

Marketing Strategy

Point of purchase display

Tradeshow booth

Process

I started by researching vintage gas station aesthetics, noting their signage with bold typography, circular layouts, and color palettes. From there, I developed a visual language that balanced retro authenticity with modern clarity. The final design bridges past and present, reestablishing Fuel Coffee as an energizing, unpretentious brand with roots in hard-working Americana.

CATEGORY