• Gray Wolf Coffee (Concept)


    Designer: Merril "Moyl" Cledera
    Project Type: Concept
    Location: New York, USA
    Packaging Contents: Coffee

    The coffee aisle of a grocery store can seem aesthetically homogenous. The imagery is drab (beans, steam, mugs of brown liquid) and the colors are dark and warm. When I think of coffee, I think of energy, purpose, and focus. I wanted to explore the notion of presenting coffee in a bright way, instead of the usual brown mug; I wanted to see coffee as something full of vitality and intention. Gray Wolf is wild but disciplined. Boldness, a theme often emphasized in coffee copywriting, is built-in to the wolf imagery. The color palette (blues and grays and yellow) is vibrant and positive but forceful and strong. The wolf itself is poised.

    What's Unique?
    The idea of presenting coffee in a bold and bright way.













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