Coffee brand strategy breakdownfrom @shwinnabegobrand

Transcript

No here is a new coffee brand that has made some interesting decisions with their branding and packaging. Let's break it down. Coffee brand is called Happy, lunch by Robert Downey Junior. When I first looked at this, I thought it was a supplement brand. The form factor of the box is unique, not something that I'd associate with coffee. And just being a mainly white bottle with all this text on it made me think, oh, yeah. That's a powder or something. The vibe is also not terribly happy. This strikes me as a little bit more joyful. But this kind of neutrality might be their strategy. Now I often talk about designing your packaging in the context of where it's gonna be sold. So let's assume that Happy with the celebrity backing is going to make a heavy push into selling into stores. Your coffee aisle looks something like this. The first thing that you notice is that almost every product is sold in a bag. That is the form factor that we're used to. So just in this shift of type of packaging, I think they stand out. Most of the brands that you see are fairly colorful using bright bold packaging like this or these kind of neutral earth tones. And to me, while the white worst reads is a little bit clinical, on a shelf especially when they're all together, I think it is interesting in that it captures your attention. Looking at the packaging up close, this is a 100% not a craft coffee. No language about where it's sourced or how it's manufactured, which is completely fine because I think what they're doing here is appealing to a different segment. You have this whole world of craft brands up here where bags will run you anywhere from, like, 15 to $30. At the complete opposite end of the spectrum, you have these mass market lower price point brands, Folgers, Maxwell, Dunkin', that are well established and have been around for a very long time. And Happy's in that ten to twelve dollar price point, which kind of plays in this area. And my guess is they're trying to be a mass appeal brand like these, but just with a more modern face. The The question is when you do something so different, will consumers understand what the product is at quick glance? Personally, it's not for me, but that doesn't matter.