The convenient forms of coffee, like coffee pods and instant coffee, are becoming popular among the masses. Some consumers, particularly youths, are expected to switch from instant coffee to more premium options because of quality and flavor (Modor Intelligence, 2020).

As one of the most widely consumed beverages, world consumption is increasing, but it remains 1.4% below world production. Moreover, in coffee year 2021/22 the supply/demand ratio is expected to reverse as world production will barely meet world demand (ICO, 2021). Defy Flavored Coffee exists to inspire people to leverage the power of their minds to challenge the conventions and live a limitless life. It is a medium roasted granulated instant flavored coffee made from 100% Arabica beans, laced with innovative flavors and fortified with immunity booster.

The brand identity and packaging, upon intense research, were designed to communicate the brand personality and feel for consumers. The logo design was created to deviate from convention and infusing the coffee bean in the letter “e”. Ordinarily, the logo text should have been written horizontally, but in a way to defy convention, the type was written vertically, breaking the type rule. The variation in design flavors employed a consumer-centered approach during the design phase. The product was launched and tested, consumers found the packaging appealing and would want to always refer someone to buy.

Other brand collaterals were designed, with insightful copies to strike top of mind awareness, inspire aspiration and affirm product availability to consumers.