Fuelling the slow down
What we did:
- Brand Strategy
- Creative Strategy
- Naming
- Verbal Identity
- Visual Identity
- Brand World
The Brief
There are tons of iced coffee and teas out there so we need to make an impact. Can you help?
The Insight
We’re overworked and overstimulated, always looking for the next quick fix. Drinking coffee and tea, that was once a ritualistic pleasure, is now just a functional habit to get us through the day. But why should it be?
The idea
Take your time.
Encouraging consumers to slow down, switch off the autopilot and show burn out the door.
To reflect the slow, considered process of making their coffee, we created the narrative thread ‘take your time’, to give consumers the permission to be more present in their lives. And to not only value their time, but to spend it wisely too!
This idea flows through everything, including the new name ‘Here & Now’ and strapline ‘Drink it in’ which sets the scene for the brand and celebrates the true joy of living in the moment.
The vibrant colours and characterful illustrations bring to life each specific mood, offering a refreshing alternative to the typical soulless aesthetic of ready to drink iced coffee and tea.
“The key with the illustrations was to make sure each one was specific enough that the mood was obvious, whilst being careful not to pigeonhole the drinking occasion.”
Rich, Senior Designer
For the verbal style, we opted for a youthful optimism with playful messaging that flies the flag for flavour and builds a compelling story around each product.
"To rebrand was a big, daunting, but necessary step. And we needed leading industry experts to help take us there.”
Andy Deeley
Co-founder — Here & Now
