SlyFox Coffee Package
Sly Fox is a Coffee Roasters brand that strives to keep the messaging in their design and marketing materials clear, simple, and straightforward. Their current stores are in Brooklyn, NY, Queens, NY, and Philadelphia, PA. Sly Fox currently offers 3 types of coffee. They are looking for a consistent packaging system for their product line that reflects the brand’s voice and personality (Energetic – Lively, Vibrant, and High-Spirited). The packaging system should be striking and attractive. Its design should distinguish the brand from its competitors. Sly Fox offers fair-trade, organic coffee and supports the local communities where its stores are located.
Sly Fox’s target market is Millennials ages 18–26, as well as young to middle-aged professionals, ages 28–45. In the US, millennials have taken to specialty coffee, and drink more of it than any other generation. They're also more likely to drink it outside the home and will spend more on quality coffee, as they're willing to pay for a drink that's complex and innovative. Millennials love it not only for its quality but also because it is eco-friendly, using fresh whole coffee beans rather than plastic pods that cause harm to the environment.
I was inspired by the culture of the coffee-growing region to design each coffee package. I used red to represent the supreme coffee, orange for medium, and green for the lightest one. And finally, I designed the package of Sly Fox chocolate based on New York City which is always alive. Bright colors and organic shapes inspired a sense of vitality and happiness.
The concept idea is based on organic shapes, with bright and vibrant colors, including illustrations to show the energetic- lively, vibrant, and high-spirited brand personality. It will be something that conveys this coffee will give you energy and will boost you. The main focus will be on the energetic personality of the brand. Because the stores of the brand are in busy cities, and the target audience is young adults around 18 to 26, who like to hang out outside and drink coffee. The material of this design would be environmentally friendly and sustainable packaging material because the target audience likes to use organic and environmentally friendly products, so using sustainable material would grab their attention. Colors would convey the energetic side of the brand personality, and illustrations would remind a city like NY. The font is Sans serif which is modern, humanist, and neutral. My design purpose is to keep their message clear, simple, and straightforward as I try to convey Energetic – Lively, Vibrant, and High-Spirited which is one of the brand personalities.
Thank you!
