Dairy company Brownes wanted to create a product that answered the consumer need for a premium, chilled coffee which delivered a full-bodied, satisfying flavour experience.
With competition growing in the flavoured milk category, it was imperative that Brownes went to market with a brand that felt bold enough to capture the target market of 25 to 45-year-old ‘hipsters’ seeking the ultimate coffee hit.
The Boxer & Co team created a single-minded design aesthetic which MD Gwen Blake describes as “bold, powerful and discernible, cueing the single mindedness of the product – café standard, authentic cold brew coffee with no added sugar”.
Each brew is sourced from quality single-origin beans, originating from Brazil, Honduras and Colombia.
The packs were designed in a way that heroed the most iconic, predatory animals from each region – the Harpy Eagle from Brazil, Spectacled Bear from Colombia, and Jaguar from Honduras.
Manila-based illustrator Kerby Rosanes was commissioned to create the set of three illustrations, executed in a unique geometric style, with longitude and latitude coordinates to indicate the specific origin, giving further depth.
The animals were designed to feel as though they’re transforming from their bodies, representing the metamorphic feeling of drinking coffee.
The single-minded monochrome design and handcrafted tattoo style illustrations cut through on shelf and tap into the bullseye target – the ‘modern man’. This type of man appreciates a quality brew and the design aesthetics to match, according to Blake.
She says Hunt and Brew has brought over 50 per cent of new users into a category that’s struggling to keep consumers.
Plus, the brand has helped increase dollar spend per shopper, whereas all existing brands are fighting heavily with price promotion activity.
