Rise & Rind began as a conceptual brand that focuses on the tasteful blend of coffee with the flavorful rinds of fruits. For JXL Creative, it is a chance to design without limitation and leverage the sensorial embellishments of packaging design that can sometimes be limited by budget or supply chain.
You’ll immediately associate the brand name ‘Rise & Rind’ with the expression that typically includes “shine” and a phrase used to welcome a new day. We use “rind” to highlight the key product differentiator, the infusion through the nutritious and flavorful fruit rind.
Creative Identities often begin with a brand objective and a packaging design – something in which all other collateral can stem from. This elevated identity leans on stunning fruit illustrations with pops of color further complemented by a premium bottle structure. These colors leap from the clear, amber bottles to maintain a visual connection and strong contrast with the cold brew coffee inside.
This nitro cold brew is visually ingredient forward, whereas coffees are typically flavor, origin or profile-forward. From a design perspective, Rise & Rind introduces out-of-category colors and gradations to the coffee aisle via the featured ingredient illustrations that dominate the front of pack design. The weight of the glass bottle, capped and graced with gold embossed linework alludes to the premium nature of the product. For a higher price point, consumers can see, feel, and taste the added value.
Today, our team enhances this concept across the full coffeeshop experience. Thinking about branding as a whole, Rise & Rind’s identity goes beyond the pack and explores everything from secondary packaging and shippers to uniquely branded coffee drink names. JXL is looking to further collaborate on this concept with a buyer for the brand and design. See more here: https://thejxl.com/rise-rind