Sobeys had the opportunity to be “first-to-market” in the private label shelf-stable Cold Brew coffee category. The packaging is designed to define a new category. Creatively the challenge was to generate awareness and interest among consumers with minimal promotional support.
The bold design uses illustrations to differentiate the flavors. Dressing the moose, polar bear, and beaver as “Canadian” hipsters, give the packaging a whimsical personality. The wintery landscape behind the characters give cues to the cold nature of the product. The use of coffee beans on the character’s clothing and cups are fun little nods to the product. The overall effect is eye-catching and creates a memorable personality for the brand.
Monthly sales have been steadily increasing and exceeding projected forecasts.
- Brand Manager: Bonnie McCrone
- Designer: Scott Pearson
- Art Director: Sarah Grundy
- Account Supervisor: Jennifer Harvey
- Illustrator: Tim Murray