Folgers Coffee Rebrand
Client
Folgers Coffee
Agency
Soulsight
Role
Designer
Background
With over 170 years of history, Folgers Coffee is an American household name known for its mountain-grown flavor and classic red canister.
Folgers Coffee is the leading coffee brand in the US in terms of ground coffee retail sales. With over 170 years of history behind it, the client sought to revitalize the brand in the hopes of capturing a new demographic, all while not alienating their existing and loyal consumer base.
Brief
Celebrate Folgers’ existing assets, but with a more modern approach.
After previously exploring and testing a more transformational and revolutionary brand update, the client decided to pursue a more evolutionary approach to its portfolio redesign for the brand, with the intent to simply bring out the best in Folgers.
In order for the proposed redesign solutions to be successful, they needed to simplify communication while maintaining strong distinctive brand assets, celebrate Folgers’ coffee quality in a more relevant and fresh way, and create a bold and intuitive system for navigating the portfolio on shelf.
Previous branding and canister design
Concepts
Our team developed five concepts that run the range from a Familiar to a Refreshed to an Evolved Consumer Recognition, but all incorporating a sense of energy and optimism, and all alluding to the jumpstart and powering up of your day that coffee provides.
Concept 1
Concept 2
Concept 3
Concept 4
Concept 5
Testing
The client asked us to refine and expand their three preferred directions—Concepts 2, 4, and 5—and then proceeded to test them with consumers.
Selected
Based on results from consumer testing, the client elected to proceed with our Set the Tone concept, which performed best in terms of appealing to a new demographic without alienating existing and loyal Folgers drinkers.
The concept reinterprets the mountain landscape Folgers is known for, shifting the viewer’s perspective—rather than looking upon the mountain from far away, the viewer is experiencing the sunrise from the mountaintop itself, looking down on the valley and the oncoming sunrise. This execution’s wavy layers capture the morning ritual that coffee provides as well as the moment of reflection that sets the tone for the day.
Brand Expression
Packaging
Folgers portfolio expandable color system
Brand World
Team
Justin Berglund, Executive Creative Director
·
Steve Tedesco, Creative Director
·
Graham Ebetsch, Creative Director
·
Chloe Donovan, Design Director
·
AJ Getz, Design Director
·
Derek Prevatt, Designer
·
Jess Cohen, Designer
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Justin Berglund, Executive Creative Director · Steve Tedesco, Creative Director · Graham Ebetsch, Creative Director · Chloe Donovan, Design Director · AJ Getz, Design Director · Derek Prevatt, Designer · Jess Cohen, Designer ·