Device Creative Collaborative has come out with the redesigned packaging for Krispy Kreme Doughnuts’ Coffee. The design features a nod to the history of the brand while maintaining a fresh approach to help the brand standout.
“Everyone knows Krispy Kreme for their doughnuts. Coffee? Not so much. Even though it’s been part of their brand since the beginning, Krispy Kreme approached Device to help re-introduce their coffee beverage platform to consumers by re-designing their iconic coffee cup. They were moving away from the dominant green and big logo for a more informative approach that would signal to the consumer that something was different about their coffee.
We wanted to tell that story on-cup as most people order their morning coffee through the drive-thru with only that one touch point to the brand. In most cases, it’s at least their first touch-point to their coffee. We could have done a cropped logo off the bottom or running vertical with a bold red (those iterations were done in the first 10 minutes), but as good as that looks, it doesn’t say anything about what’s different. They wanted to focus on the fact that they have a lot of heritage and authenticity with both coffee and doughnuts since their establishment.
