Crooked Grind Coffee
Project Overview
Crooked Grind was created as a sub-brand of Bones Coffee. It was developed for the ready to drink market, specifically targeting a skater audience. The project included packaging, Instagram ads, and a unique pop-up vending machine.
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Bones Coffee is pivoting into the ready-to-drink coffee market and needs branding that will reach new customers. The RTD coffee market lacks offerings for niche consumers, leading to missed opportunities for brand differentiation and consumer engagement. There’s a need for a coffee brand that can tap into specific lifestyle segments by aligning its product with their unique values and activities.
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In our market analysis of potential ready-to-drink (RTD) coffee consumers, we identified skaters as an underserved audience. There exists a distinct unmet need for an energizing beverage that complements the active lifestyle of skaters. Notably, the raw, edgy aesthetic of skaters aligns seamlessly with the existing branding of Bones Coffee, making this demographic a perfect match for our expansion.
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CATEGORIES: Branding, Motion, Packaging, Environmental Graphics
TIMEFRAME: 25 Weeks
PACKAGING COLLABORATOR: Travis RommereimROLES: Print designer, environmental graphics, art direction, motion designer, copywriter
TOOLS: Figma, Illustrator, Indesign, Photoshop, Blender, Premiere, AfterEffects, Procreate
PACKAGE DESIGN
My packaging partner, Travis Rommereim and I worked to develop a can design that captures the essence of skate culture and integrates it with Bones Coffee's distinct style. Our end design is both visually exciting and meets legal RTD packaging standards. Travis and I succeeded in effective creative collaboration and critique, leading to better ideas and a final can design that stands out on the shelves.
Timeframe: 4 weeks
MOTION DESIGN
I created a motion guide for Instagram Reels to effectively engage online audiences, featuring a detailed advertising toolkit and sample reels. This effort pushed my skills in After Effects, demanding rapid adaptation and thoughtful blending of visual elements within strict time constraints. By crafting an asset library and establishing motion guidelines from scratch, I set a strong foundation for the ad campaign that amplified the brand’s narrative and visual identity.
Timeframe: 10 weeks
ENVIRONMENTAL AD DESIGN
I developed an interactive vending machine designed for skate events, dispensing Crooked Grind Coffee samples and revealing personalized fortunes. As visitors press a button, the machine activates, offering them a sample and a fortune, making the experience both interactive and engaging. This approach elevates a standard giveaway into a memorable encounter that resonates with the audience. Moreover, the project served as a practical application of my Blender skills, challenging me to integrate 3D design and animation in a real-world setting.
Timeframe: 5 weeks
TRADESHOW BOOTH DESIGN
Crooked Grind will create a buzz-worthy booth experience, the "Crooked-Mart," featuring a spooky minimart facade with skateboarding skeleton sculptures. Inside, shelves stocked entirely with Crooked Grind will immerse industry professionals in the late-night skater's world. Clever signage will highlight brand values, while free Crooked Grind cans and branded nylon grocery bags are offered. An animatronic skeleton cashier cracks skater puns, and friendly brand representatives answer questions, solidifying Crooked Grind's position as the go-to coffee for the dedicated late-night skater.
Timeframe: 5 weeks
PROCESS PHOTOS
Can graphic sketch
Can layout sketch 1
Can layout sketch 2
Can layout sketch 3
Can design moodboard
Misfortune machine sketch
Tradeshow sketch
Misfortune machine sketch