I was approached by my friends at Cartel to work with them again on designing an identity system for their cold brew coffee offerings. The problem was the lack of brand awareness for such a popular drink. For consumers, there was no way to tell what kind of cold brew is being served, or explain the quality. As was said, "We're proud of it, but we can't show it." This created a gap, and also an opportunity to apply a visual identity to make this marketable and communicate distinction.
The solution was a system of badges that contained custom lettering to differentiate each type of color brew (the most important being their Black Market), a keg collar for the wholesale customers, in-store window displays, vehicle graphics, growlers, and printed collateral. Long term, this would give the Black Market cold brew the marketability to be bottled and sold in other places as well.
I had the opportunity to work with Alex Leiphart, a very talented designer, on executing some of the pieces after the identity was established.
*Some product images copyright Cartel Coffee Lab Instagram and used with permission.