Death Wish Coffee Flavored Packaging Architecture

HIstorically a no-nonsense brand when it came to their coffee, DWC was cautious to approach a flavored product line but after initial success with their first try, Pumpkin Chai—the brand invested in a line of flavored coffees to release seasonally.

The challenge here was to create packaging that was rooted in the simple and rebellious brand identity the brand was founded on, while challenging a new segment of the coffee category that’s riddled with poisonous flavors and sub-par packs. Anchored in black, we showcased the flavor profile of each product with bold, colorful illustrations inspired by the skull in the logo mark—reinforcing brand identity while creating a menacing shelf presence. With little marketing dollars, the packaging made waves luring in consumers and earned the products placement on top ten lists, driving a staggering 41% NTB rate for the business on certain flavors.