Mr. Brown

Project Description

The Mr. Brown packaging redesign and marketing campaign aims to enhance the brand’s visibility, appeal, and sustainability efforts while maintaining its affordability and quality. As a ready-to-drink iced coffee brand, Mr. Brown faces strong competition from well-established names like Starbucks. However, its commitment to sustainability and affordability presents a unique opportunity to attract eco-conscious consumers and busy individuals seeking a convenient caffeine fix.

This project focuses on creating a modern, eye-catching, and functional packaging design that stands out on store shelves, improves usability, and strengthens the brand’s messaging. The marketing campaign will highlight the company’s sustainability efforts and quality coffee at an affordable price, targeting grocery store shoppers, gas station commuters, and coffee enthusiasts.

Project Objectives

The goal of this project is to redesign the Mr. Brown coffee packaging to improve its shelf presence, functionality, and brand recognition while launching a marketing campaign to increase awareness and sales. The new packaging will align with the company’s eco-conscious values, offering a more practical, aesthetically appealing, and consumer-friendly design.

The marketing campaign will position Mr. Brown as an affordable yet high-quality alternative to competitors while reinforcing its commitment to sustainability. By increasing consumer engagement through online and in-store promotions, the campaign will drive brand awareness and influence purchasing decisions.

Design Objectives

Redesign & Update Packaging: Modernize the packaging with a fresh, contemporary look that reflects the brand’s identity while improving its appeal and functionality.
Enhance Shelf Appeal: Create an eye-catching, modern, and well-structured design that stands out among competitors.
Improve Usability: Address current design issues by making the packaging more functional, spill-proof, and convenient for on-the-go consumers.
Highlight Sustainability: Incorporate eco-friendly materials and clearly communicate the brand’s sustainability efforts on the packaging.
Maintain Brand Identity: Keep the existing logo while modernizing the overall aesthetic for a fresh, contemporary feel.
Ensure Compliance & Accessibility: Include required elements like French translations, nutrition facts, and ingredient lists to meet regulatory and consumer needs.

Key Features

New Packaging Design: A refined and modernized aluminum can with a resealable feature to prevent spills and enhance convenience.
Sustainable Materials: Recyclable packaging that aligns with Mr. Brown’s eco-conscious mission.
Enhanced Visual Hierarchy: A clean, structured layout that clearly communicates product type (iced coffee) and improves readability.
Bold, Engaging Campaign Messaging: The campaign will focus on “Coffee Made Clean”, emphasizing affordability, sustainability, and quality.
Multi-Platform Marketing Strategy: Promotion across social media and public advertising to drive awareness and customer engagement.
Targeted Retail Placement: Strategically positioning the product near checkout areas, convenience stores, and gas stations for increased visibility.