Challenge

Consumers are looking for an alternative to soda & energy drinks for a caffeinated treat beverage for at home, at work, or on-the-go whenever you need a boost. Coffee-based options are also perceived to be healthier and more natural. This RTD should be thought of as your go-to-drink at festivals, what you crack open before you drop in on a half pipe, and what you drink when you’re on the go or hanging with friends. It’s about energy, invigoration and making it happen.

Objectives

• Develop the design language & personality of this new sub-brand

• Come up with inventive ideas for artwork & structure of the label, can, & name

• Keep the design entertaining, culturally relevant, high-quality, and relevant to the lifestyle and values of their Gen Z consumer base.

• Cans must be distinct, stand out on shelf, and be a conversation starter.

• Capture the energy you get from attending a Green Day concert and deliver that every day when people drink Oakland Coffee.

• Look for ways to reinforce the music / rock association with the brand. It should feel like a Green Day brand via name, artwork & marketing.

ResultS

The client was over the moon with quite a few of the designs but they unfortunately never made it to the shelf as the company went through a full rebrand and are now known as Punk Bunny Coffee.