CRANK
CRANK UP
As the proud newest member of the Neal Brothers Foods empire, Crank Coffee was a passion project years in the making. 18 years ago, Neal Brothers (through an early coffee distribution partnership) set out to convince Canadian consumers that grinding their own beans at home would produce the best cup of coffee. Like all their initiatives, this was ground-breaking. With a change in that partnership the Brothers took their category and product expertise and created their own brand. Best described as a “good greasy bean” it has fast become a household staple. Distributed through national grocery retailers our brand solution sits in a highly competitive arena.
Clean and unfussy the brand mark is purposefully simple. Designed to stand out among the single origin messaging and literal coffee cup images dominating the landscape, our solution centered around clarity and strong SKU differentiation. A cheeky naming system became the foam on the latte.
A brand map guiding digital and print activations as well as a full brand website were next on our list. A self-supporting eCommerce site tied to the parent company shopping site was the resulting deliverable.
PROJECT
Brand development for a new to market product
CLIENT
Crank Coffee Co.
WHAT WE DID
Brand development, Digital brand voice, Packaging, Web site build
