Product Positioning: A Daily Ritual
We developed the product’s positioning by getting to the very essence of cold brew. Drinking cold brew was like a daily ritual — a break that transports you to a place of relaxation. Drawing on this feeling, we created the packaging for Third Wave Coffee’s Easy Cold Brew bags.

Visual Idea: Sipping on Serenity
Nothing is more refreshing than a cool sip of coffee. It’s almost like a crisp breeze on a warm, sunny day. This feeling was what we highlighted on Third Wave Coffee’s Easy Cold Brew bags.

We used serene, leafy illustrations to capture the experience of drinking a delicious cold brew coffee. The dreamlike forms of the illustrations were a nod to the moment of peace the drinker feels after a cup full of a great cold brew. Summer was the weather best suited to cold brew, and this served as the inspiration for our colour palette. Bright, high-contrast colours were used on both flavour variants, creating a visual that stood out on shelves. The dark blue shade tied back to Third Wave Coffee’s branding and brought out the rich depth of the cold brew itself. Overall, the packaging was in sync with the brand guidelines, anchoring it to the Third Wave Coffee brand.

Outcome:
Since the product was one of the first of this kind to hit the Indian markets, our designs ensured effective communication of the product, the way to use it and the ideal methods of consumption while visually elaborating on the magical qualities of a delightful cold brew coffee break.