Mr. Coffee – Specialty Coffee Line
As lead designer, I guided the development of a fresh visual identity for Mr. Coffee’s new line of specialty coffee products — a strategic move to engage younger consumers drawn to café-style drinks but priced out of daily Starbucks runs. Building on the success of a hit iced coffee maker, we expanded the product line to make at-home specialty drinks feel accessible, exciting, and stylish. I led a team of designers, defined the creative vision, and art directed photoshoots to bring the brand to life across packaging, social media, recipe books, and merchandising. The identity balanced Mr. Coffee’s legacy cues with bold colors, energetic photography, and clever wordplay — creating a look that was playful yet unmistakably on-brand. The launch drove strong sales and helped reposition the brand with a younger audience.