creative direction & design by angie chan
creative direction & design by angie chan
Every month Craft Coffee delivers a curated selection of premium coffees to subscribers around the world. The premium coffee market can be intimidating, so we made sure our brand experience was accessible and delightful. To create the feeling of receiving a gift each month, every shipment is carefully wrapped in tissue paper and sealed with a sticker that welcomes the customer to their latest coffee journey. The whole thing is then shipped in a custom designed box along with beautiful cards highlighting tasting notes, farmer stories, brew tips and upcoming promotions.
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Brand Identity, Packaging, Collateral, Website
The first version of the Craft Coffee website prominently featured an illustrated three step process that explained how the subscription service worked. As other companies began entering the coffee subscription space, it became increasingly important to distinguish Craft Coffee from competitors by focusing on our primary point of difference – our unflagging dedication to quality. To this end, we redesigned the website to have an open, modern feel and utilized large lifestyle photographs to depict the premium experience we provide.
To commemorate Craft Coffee's one year anniversary, we designed and printed a limited edition t-shirt as a surprise gift to our earliest supporters. The shirt features a stack of 12 Craft Coffee boxes, exactly one years worth of amazing coffee. We hand wrote thank you notes on new letterpress notecards made for the occasion. The entire gift package was delivered with that month's coffee in a special box sealed with custom designed packing tape. Subscriber response was overwhelming and proved that a small effort goes a long way in building customer loyalty.
CREATIVE DIRECTION Angie Chan
DESIGN, UX, ILLUSTRATION & PHOTOGRAPHY Angie Chan
COPYWRITING Lauren Mann
DEVELOPMENT Nate Berkopec