SMILEY COFFEE
Smiley Coffee was created as a sub-brand for a well-known UK singer as part of a strategic campaign to drive ticket sales by adding a unique coffee offering to his merchandise range, specifically targeting 20-30 year olds.
As a passionate coffee lover who often shared his homemade specialty brews on social media, the singer recognized the perfect opportunity to create his own coffee brand. With carefully curated blends personally selected by him, the coffee line was designed to strengthen his connection with his audience, offering a truly authentic experience that went beyond just his music.
BUSINESS TYPE
ARTIST MERCHANDISE
YEAR
2021
DETAILS
BUSINESS TYPE: ARTIST MERCHANDISE
YEAR: 2021
THE BRIEF
To ensure the coffee range felt authentic to both him and his audience, the singer believed the colours and names of the two selected blends needed to resonate with his existing merchandise range, creating a sense of familiarity. Background research was essential to make sure the overall look and feel aligned with his brand without distancing his audience from what they already knew and loved.
His current merchandise range carried a fun but slightly serious tone, which the coffee products also needed to reflect. Colour would help tie everything together and reinforce that connection.
CATEGORY
PACKAGING DESIGN
CREDITS
N/A
OVERVIEW
CATEGORY: PACKAGING DESIGN
CREDITS: N/A
THE OUTCOME
The final packaging design used the artist’s merchandise brand colours, beige and black, and introduced two secondary tones inspired by the colour palettes of his first two album covers. For the product names, we explored various options including lyrical phrases and song titles from those albums. However, since the singer had only released two full albums at the time, we decided to name the blends after the years those albums were released.
The design featured a stacked version of the logo and carried over key visual elements to create a cohesive and complete look.
SOFTWARE USED
