Highwire Brand Studio is a competitive interdisciplinary capstone whose client was Speedway LLC for the Fall 2013 session. Speedway tasked three teams to increase engagement and loyalty in Speedway and Speedy Rewards among millennial consumers.
I served as an associate designer for the winning team which delivered complete renaming and rebranding, social media applications, and environmental and product design for Speedway’s coffee line, newly entitled “My Perfect Blend.”
During our in-store observations, our team noticed that coffee consumers exhibited a “mixing behavior,” meaning they combined flavored creamers and sweeteners beyond traditional cream and sugar to make the perfect coffee for their unique tastes. The campaign is meant to reflect this special behavior.