Deathwish Coffee Co. Rebrand
At the University of Missouri, one of our classes involves creating a mock agency during which we spend eight weeks rebranding a real business.
As art director and creative director for my “agency”, I created our new logo, graphics, print ads, and campaign materials using Adobe Photoshop, InDesign, and Illustrator. I also created copy for our advertising and helped ideate the best way to reposition the business. We decided to use first responders as our new target audience. Given many of them put their lives on the line every day, some might say they have a “deathwish”. For our first-responders working the night shift, deathwish coffee provides that extra boost.
We wanted a new mascot, and a cool firefighter seemed very fitting. Complete with her own mug of joe, she’s ready for whatever the day brings. This logo also features our new brand standards, including a fresh color palette and typeface.
Let’s start with the logo.
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Better For the Planet
In my ad campaign, I wanted to highlight the sustainable farming practices used to create Deathwish Coffee, and their environmental efforts. Our first ad depicts our firefighter mascot using coffee to put out a forest fire.
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Better For the Polar Bears
In my second print ad, I wanted to target another aspect of environmental issues as well as promote a different product. This polar bear enjoys an iced latte to stay cool while floating over an ocean of coffee.
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Better For the Reef
Here, I have depicted two fish enjoying their morning coffee in their natural habitat. This ad highlights another area of environmental concern and Deathwish’s eco-friendly efforts while maintaining the humorous fun of the brand.