Crooked Grind

Role: Print Designer, Art Direction, Motion Designer, Copywriter

Packaging Collaborators: Travis Rommereim

Timeline: 20 Weeks

Tools: Figma, Illustrator, Indesign, Photoshop, Premiere, AfterEffects, Procreate

‍Overview: Crooked Grind was concieved of as a sub-brand of the existing brand Bones Coffee. It was developed for the ready to drink market, specifically targeting a young, active audience. The project included packaging, Instagram ads, and a motion brand guide.

Problem To Solve: Bones Coffee is pivoting into the ready-to-drink coffee market and needs branding that will reach new customers. The RTD coffee market lacks offerings for niche consumers, leading to missed opportunities for brand differentiation and consumer engagement. There’s a need for a coffee brand that can tap into specific lifestyle segments by aligning its product with their unique values and activities.

Can Design

image of signature dish at a japanese restaurant

Sketches

Research

In our market analysis of potential ready-to-drink (RTD) coffee consumers, we identified skaters as an underserved audience. There exists a distinct unmet need for an energizing beverage that complements the active lifestyle of skaters. Notably, the raw, edgy aesthetic of skaters aligns seamlessly with the existing branding of Bones Coffee, making this demographic a perfect match for our expansion.

Instagram Ads

MOTION DESIGN

I created a motion guide for Instagram Reels to effectively engage online audiences, featuring a detailed advertising toolkit and sample reels. This effort pushed my skills in After Effects, demanding rapid adaptation and thoughtful blending of visual elements within strict time constraints. By crafting an asset library and establishing motion guidelines from scratch, I set a strong foundation for the ad campaign that amplified the brand’s narrative and visual identity.

Motion Guide

Final Thoughts

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