Brand identity, packaging and launch system for a luxury private-select coffee company.
Demours Coffee
Demours was built to bring luxury cues into a coffee category dominated by craft language. The positioning centered on Global Provenance, framing the brand as international, cultivated and connected to the world’s most exceptional coffees. The identity combined old-world elegance with a high-fashion point of view. Black packaging, red accents, refined typography, custom illustration, editorial-style content and launch materials helped Demours feel less like a local coffee roaster and more like a private-select luxury brand.
Brand / Client
Demours / Jennifer Stone
Category
Packaged Goods, Wine & Spirits
Context
The O Group
Role
Creative direction, positioning, brand voice direction and design direction
Services
Brand Strategy, Positioning, Brand Identity, Packaging Design, Website Design, Social Media, Launch Campaign, Video, Consulting
Collaborators
Jesse Gresham, design. Stack, photography and video.
The identity balanced old-world coffee expertise with a fashion-led luxury sensibility.
The refined wordmark, monogram and system of custom marks created a flexible foundation for packaging, storytelling and launch communications.
The brand platform defined Demours as a Haute Specialty Coffee brand for jetsetters who value access, rarity, travel and taste.
The launch system extended across packaging, website, social media, trade-facing materials, consumer content and video.
