National ADDY Award Winning Package Design
The package design concept is meant to represent IV packs with the idea in mind that coffee "gives people life" much like medical IV packs provide to patients. When sold in stores, the Daily Drip Packs would be hanging from an IV style rack, which is the hanging style being shown in the image above.
The flavors for the Daily Drips Packs (almond milk, original, and coconut milk) were intentionally chosen to appeal to the Millennial age group target audience.
Website section introducing each flavor
For this package design concept, one of my main goals, was to make Eight O’ Clock have a new and fresh branch added to their company that would appeal to the younger generation. Currently, the Eight O’ Clock brand is not marketed toward millenials, therefore the younger generation is not inclined to purchase this brand. This is why the Daily Drip Cold Brew I.V. Packets were created. This line of cold brew is offered in three flavors including original, almond milk, and coconut milk. The design concept for the labeling was decided to be very bold and eyecatching. A hand-painted splatter paint style packaging was created to stand apart from the rest of the coffee packaging currently on the market. The splatter paint design was chosen to simulate the look of liquid, like the cold brew in the packets. The non dairy milk choices and IV style bag concept were intentional packaging choices to appeal to the younger and hip, generation. The typography design was created based on the the concept of the “daily drip”. The goal for the typography was to illustrate what the brand was all about. The colors for the packaging were chosen to loosely hint at each of the flavors.
This packaging concept went on to win a National Addy Award in June 2019 in the student Sales and Marketing > Sales Promotion > Packaging divison.
