The challenge was to create a visual identity for Luke’s iced coffee, a new up and coming brand with a ground breaking new coffee recipe to set them apart from the competition in the iced coffee world.

Wanting the identity to stand out and through thorough research we made the connections of Iced with cold and cold with death to create the grim reaper icon as the mascot of the brand. This stood out from other coffee brands and fitted with the target demographic of 20+ males.

We went on to create an adaptable logo system for the visual identity which allowed us to use the various logo lockups on a range of merchandise and packaging as well as for social media profile images and use within a website heading.

We looked at various options for packaging including aluminium cans, cartons and glass bottles, keeping the design simple, clean and modern throughout with a consistent use of brand colours and typography.

We went on to create social media content promoting the brand, advertising fitting to the humorous nature of the identity and a website that again followed the theme of the visual identity created consistently using typography and colours throughout making the brand easily recognisable.