FEATURED ON PACKAGING OF THE WORLD
Placed second for Best of Branding in Fall 2017 at Chicago Portfolio School (Branding Class)
DESIGN OBJECTIVE
Produce a complete brand guideline book with a focus on design that elevates the brand and also reaches the younger coffee consumers.
Folgers is a market leader when it comes to packaged coffee over competitors like Maxwell House and Starbucks. Currently, their main consumers are slightly lower income and of senior age. The coffee demographics/trends are however changing quickly, and rebranding will help Folgers stay ahead of the changing times and capture the younger audience.
CLASSIC LINE
This is the new packaging for Folgers' most well-known classic line. I have brought back the metal can concept in a modernized approach to help elevate the brand image, while re-engaging even their long-standing customers.
INSTANT COFFEE / DECAF / K-CUP
Similar to the classic line, a previously used material for the instant coffee line is being reintroduced. The K-cup packaging will follow a similar packaging design to the classic line, as this is truly an extension of that product that is individually consumed.
GOURMET LINE
A new line of business for Folgers is being introduced, which is the sale of whole beans. Most gourmet coffee companies offer whole beans as part of their product line. Additionally, whole beans will compliment and elevate the refreshed gourmet coffee ground line shown below.
BRANDED EXPERIENCE
Operating selected cafes in large metropolitan areas will help shape the perception of Folgers and strengthen the reach to the younger gourmet coffee consumers.
COMPLETE REBRAND BOOK
