BRANDING // ART DIRECTION
Identity recognized by the 2015 Flux Student Design Competition sponsored by AIGA
GROUP MEMBERS:
Steven Wimberley, Emily Glenn, and Adam Dodson
Overview:
Peak Coffee Co. produces single serve cannabis infused coffee pods sold exclusively in Colorado. With ISO certified THC dosages, Peak Coffee pods are safe and reliable for both medicinal and recreational users alike. Sold as a single serving or in multi-dosage six packs, Peak Coffee has something for everyone.
Problem:
In a new market of legal cannabis, Peak Coffee Co. needs to stand out from the rest of the competition that tends to utilize the stereotypical psychedelic imagery that lacks trust and assurance of a quality product.
Solution:
The brand will focus on a central message of the freedom of choice and of the excitement of exploration. The message will be voiced across a variety of channels and reinforced through a vibrant and dynamic visual language.
RESEARCH:
There are at least 4 distinct markets that this product could potentially appeal to. While the general demographics overlap for a some of these markets, each has a specific needs as consumers:
Heavy users: Largest Market Share
Buy and use often (several times weekly)
Young age 21-35
Liberal political leanings
In college, service industry or early stages of career
Active social life, familiarity with alcohol scene (bars, parties, etc.)
Lower - middle class, with not a huge amount of disposable income.
Predominately single
Familiarity with product prior to legalization. Thus, no problem with smoking or traditional methods of ingestion.
May not be as familiar with edibles as smoking, however are curious and may be “shopping” for other methods of ingestion or supplements to smoking.
Confident in regards to tolerance, lingo, culture but may be confused about specific dosage specs as it is new.
Embrace culture and likely to try novelty/new/ innovative products
Very valuable market in that they tend to spread information via word of mouth and are active on social media/forums giving feedback & reviews.
“We prefer a cottage industry, we prefer to give our dollars to people that have fought for reform for the last several decades, rather than give our dollars to someone who thinks they can ‘change the image marijuana.’ We like the image of marijuana, which is why we have been marijuana consumers for so long.”
Customer Needs:
Value product; decent dosage for their money
Legitimacy & credibility (don’t like the idea of big business taking over a beloved product)
The Curious User
Slightly older age: 30-55
College graduates with career.
Somewhat active social life. Moderate participation in happy hours, parties and restaurants. Familiar with alcohol scene with more refined taste in product.
Middle class -upper class
Liberal/moderate political leanings
Have concerns/distaste towards traditional ingestion methods. Not confident about tolerance, culture, or dosage specs.
Likely married or previously married.
Not as interested in marijuana culture i.e. not as intrigued by latest greatest fad. Looking for something reliable, trustworthy and want the information
Fair amount of disposable income.
Customer Needs:
Information & Ease of use
Trust & Reliability
More refined product
Product Differentiation
The Tourist User
The tourist market may be very similar to the curious demographic however, there are some key differences.
May be more inclined to try novelty products and have curiosity of marijuana culture.
Have significant disposable income.
Customer Needs:
Information & Ease of use
Trust & Reliability
More refined product
Product differentiation
Introduction into marijuana culture
Medical Market
The medical market may be very similar to the curious demographic however, there are some key differences.
More varied, with the inclusion of older users and more conservative users
Have a routine, want to know what to expect,
Could be looking for a reliable administration method, with precise dosages.
Customer Needs:
Information & Ease of use
Trust & Reliability
More refined product
Product Differentiation
Reassurance
Consistent dosages and a product that can be worked into a regular routine
Brand Challenge
4 distinct demographic (types of users) each of whom has different needs
Heavy Users
Curious Users
Tourist Users
Medical Users
There is an overwhelming amount of competitors and with the limitation of traditional advertising channels it is particularly important that all touching points have a clear and defined brand.
A consumer base that may not have information or that is misinformed about the product.
Brand Strategy
Target a specific demographic and focus primarily on delivering the message that fits their specific needs. Also, address any overlapping needs of the other demographics and the most important needs of each to ensure not to alienate others:
Primary Needs & Message Implementation
Information & Ease of use
Interactive guide to disseminate information that contains both the content needed and additional content that enhances the user experience
Trust & Reliability
Professional brand that conveys trustworthiness and maturity, with strong brand recognition
Reassurance
Secondary Message
Legitimacy & credibility
An understanding of the benefits of cannabis
Message of activism & involvement in political and social causes related to marijuana
Approachable and vibrant
More refined product
Typography - reassuring, clean, professional, modern, refined, sophisticated
Color- Positive, upbeat, adventurous, sophisticated, exuberant
Imagery –Inspiring, exciting, positive, consistent
It's a beautiful world to explore–it's even better at the peak.
Peak Coffee celebrates those who reach for the highest peak. We provide customization, ease of mind, and quality to our customers. Through innovation, creativity, and commitment we’ve crafted an ISO certified, cannabis-infused beverage that will keep you moving to the top. The world is a beautiful place to explore. It’s even better at the peak.
IDENTITY:
The base of the Peak Identity is the triangle form, which can be seen throughout the brand. The triangle represents three things; the peaks of Colorado's mountains, the peak of your expectations, and the peak of your experience while using the product. It is broken up into three sections to further reinforce the idea of a trio as well as represent the scenery where the product is sold. The six lines within the mountain represent the six dosage levels offered. It can be used with any of the brand colors.
TYPE & COLOR:
PACKAGING:
Peak Coffee pods are available as single servings or in a multi-dosage six pack. Each dose has it's own unique color and can be easily identified as recreational or medical use. The packages work collectively to create an eye-catching and beautiful in-store display that reiterates the rainbow of options that Peak Coffee offers. With ISO certified products, Peak Coffee strives to reassure consumers that their product is safe and reliable.
ADVERTISING:
The mobile advertisements are intended for apps like Leafly and Weedmaps. By using these outlets to advertise on, Peak Coffee Co. is able to use more playful language and directly advertise to it's target market in a fun way. The print ad campaign was created for publications such as High Times magazine. The campaign is intended to highlight the different experiences that can be enhanced when drinking Peak Coffee.
YOUR PEAK IS OUT THERE
There's nothing like tapping that brilliant idea and making the most of it. Peak is here to make it that much easier to get those gears going. With an ISO certified beverage, you can get the exact amount of THC you need with a kick of caffeine to get your fire started. The rest is up to you.
REACH YOUR PEAK
You already know the advantage of coffee, and we're all familiar with the benefits of cannabis–and we don't want to make you take sides. We're here to tell you that there is nothing better than a wake and brew. Thanks to ISO Standards, we ensure that you can taste the quality from first sip to last drop. With Peak Coffee, you will always be ready for anything.
SHARE A CUP WITH YOUR BUDS
Why shouldn't everyday feel like a Friday? After a long days work you deserve to celebrate the small victories. Consider our cup a joe your trophy. Toast your brew with those you care about. From morning ritual to after dinner conversations, coffee has been there for us like a guide through the night. The same can be said about cannabis. Today we bring the two together so we can all grow deeper bonds with those who care about us.
WEBSITE:
The website is where customers can go to learn about the quality and safety of Peak Coffee as well as where to buy it. The products page contains a infographic to help first time buyers figure out which coffee is right for them as well as inform them on the currents laws on cannabis consumption.
SOCIAL MEDIA:
Through channels like Facebook and Twitter, Peak Coffee can connect to it's consumers in a more personal way with updates about local events, cannabis related news, activism, and the best places to visit. The social pages also feature Peak Facts, which are fun and interesting tidbits relating to cannabis.
Peak coffee also offers a free Pedicab service in the Colorado area. This service provides free rides to new adventures. Simply hail down the pedicab and catch a ride to a hidden gem in the area. This service promotes the Peak brand and lifestyle.