A new brew.
Challenge: Create brand and packaging for a new range of Cold Pressed Coffee from the juggernaut that is Dare. That taps into the discerning and experimenting coffee lovers through a more sophisticated offer. With the objective of seducing new users and tantalising current lovers of Dare by bringing the boutique cold coffee extraction process to the drinks fridge.
Solution: B! partnered on the launch of Dare Cold Pressed from research through to brand development and launch, embracing the enviable challenge of making it feel part of the Dare family, but different enough to get noticed in a vibrant, busy route fixture and at the same time reflect the semiotics of coffee and coffee culture.
We introduced hand-crafted, intricate and ornate coffee cues, along with cues that ordinarily belong in the craft beer arena, that talk not only to the process of how cold pressed coffee is made but reflective of the growing sophistication of the target market and their evolving tastes.
Metallic embellishment was used to project the powerful Masterbrand off the moody background of a rich, dark bottle.
A new brew leading the way.
Once, twice, three times the flavour.
Challenge: As consumer preferences trend towards stronger and bolder, the Dare team saw an opportunity to develop a product that brought even more punch to the classic Dare taste: a triple shot iced coffee.
Solution: It was important to communicate that Dare Triple Espresso was more than just a flavour extension, this was a serious offering for true caffeine connoisseurs.
So we moved to a full silver label, maximising shelf impact and differentiation. The Dare brand and coffee beans reassure on taste and quality, while a bold black panel highlights the extra strength.
The new offering provides a step up in coffee credibility, brings new users who are chasing a stronger fix into the brand and secures another coveted facing in the fridge – triple benefits!