Case Study: NuRange

Modern Product Packaging Design Delivers Upon a Well Crafted Coffee Brand 


Executive Summary


Brought to life from an obsession for the perfect Espresso Martini, NuRange Coffee exists to simply deliver the undelivered for coffee drinkers alike. They apply a “get-after-it” mentality to an obscene dedication for quality blends to give coffee fiends nothing short of the best to pour in their coffee hole. Whether for fun, function or wellness, NuRange is here to fuel their customers’ daily grind. Three Beans, LLC (NuRange’s parent company) had developed a strong business plan in pursuit of launching a new line of coffee products that would successfully span the demands of their target audience. The coffee product market is highly competitive and the products are uniquely branded so that they stand out on shelves. Three Beans needed a partner who could set them apart with a strong brand and a creative ally they could trust to deliver the valuable assets (such as brand messaging, identity and product packaging design) they would need to market their new brand effectively. 


Challenges


When presented with an unbranded business, the possibilities are endless. Which is why it’s crucial that we narrowed in on what the company was hoping to achieve and who they want to communicate with. Three Beans, LLC had a brand name (NuRange) but little else attached to the brand, so we used our discovery process to collaborate closely with them to build a comprehensive understanding of their business goals, values, competitors and audience to fuel the creation of a powerful brand strategy. The goal was to carry this information across to collateral and packaging, so as to reflect a design-forward, minimalistic, memorable and quality assured brand. This provided us with a strong opportunity to showcase our brand expertise and professional creative capabilities to deliver a brand identity that would drive rapid growth and long-term success for Three Beans, LLC.


Solutions


Once we know a company’s purpose we identify the goals we want to achieve with the messaging portion of the brand. Once those goals are set we deep dive into how we can achieve those goals using three, distinctly different messaging approaches. In this instance our approaches included ‘Grind Hard’ (a reserved but unmistakable direction), ‘Coffee Companion’ (a vocal, colorful and personality driven take) and ‘Daily Revolution’ (the outlier, a rebel direction that was noticeably set apart from the first two). All three represented a minimal yet bold and exciting messaging component of the brand. With each we wanted to let the powerful brand elements speak in subtle, yet specific ways. 

These components carried across to the designs which also enjoyed a minimalistic approach and aesthetic. This tactic was especially applied to the product packaging design of the coffee cans: we wanted to let the products speak for themselves through clear-cut and uncomplicated design. Stylescapes are key in helping us to relay our concepts during the design ideation process and when we presented our initial impressions of how the brand might engage messaging wise and visually, NuRange were excited by the possibilities. With the stage set, we honed in on moving forward with a combination of the messaging and visual components of ‘Grind Hard’ and ‘Daily Revolution’ (while pulling one of the colors the client liked from ‘Coffee Companion’). Overall this was a clean and dynamic mix of those two directions which called on the look and feel, layout design, icons and fonts from Grind Hard and the color palette, stripes and the half-tone pattern of Daily Revolution. With the direction firmed up, we started to execute building brand assets and packaging design.


It was during the product packaging design phase the brand identity took on a slightly new direction. As we started to ideate how the cans might look and feel we had initially thought that both the client and FlowState wanted to explore black coloring for the product design. However, we found ways to use the brand colors on the cans while maintaining the minimal feel the brand was seeking, deciding together that colored cans would be best. In presenting those options we explored varied tones and depths of color, in the end moving away slightly from the original brand colors to something ultimately more distinctive. 


Before finalizing assets the client asked to see a logo mark as an extension of the brand. With the options we created having a clear winner, we took the mark and the logo, implementing decisions on how to use each in relation to the other. The mark is another way to communicate NuRange’s exciting brand visually in more specific avenues, such as on apparel, or their website. While Three Beans were a passionate and interactive client, helpful in the process with their input and in making decisions, the above is a great example of what a partnership with FlowState looks like - we want to ensure our clients feel supported throughout the process from first call to final delivery in that we’re patient and helpful with guiding them to be able to fully envisage all aspects of their brand. 


Overall, this project is a true testament to why FlowState Marketing’s branding process works. We came into the project with a strong understanding of where we needed to aim, but from where we started to where we ended up the messaging and design components were allowed to evolve naturally in the best possible way. The right decisions were made for questions which wouldn’t have presented themselves without going through the process. Everything was considered, especially the can design, which is the centerpiece of NuRange’s brand and the end result was a thoroughly strategic and creative branding solution which creates a grind for all kind.

All rights reserved, Dayna Young 2017
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