PORTFOLIO FILE
VICE COLD BREW
OVERVIEW
Vice Cold Brew is smooth.
Triple-filtered, chocolatey, with a hint of starfruit.
Roasted and brewed in Portland, Oregon. We combined ethically-sourced coffees from Guatemala and Brazil and balanced them to bring a clean, refreshing start, a chocolatey middle, with a touch of tropical fruit finish.
My Contribution
Branding
Art Direction
Copywriting
Packaging
Web Design
Positioning
Launch
The Team
Mike Haebler, Product Creator
Isaiah Pottle, Artist
The Process
Count yourself lucky if you’re working with one of Mike Haebler’s products. His ability to walk the line between the taste of something familiar, yet introduce a slight twist that makes eye brows raise.
Vice immediately stood out from other cold brews for it’s lack of mouth-staining heaviness, caffeine jitters, and refreshing end.
Primarily being a kegged product, Mike and the team created a cold brew that allowed for all day easy drinking without loosing your mind to caffeine.
Positioning
Though Vice had many elements that could be highlighted, majority of the customer-base enjoyed cold brews, but complained of bitter aftertastes and caffeine jitters.
We positioned Vice as the smooth one, the light one, and the old summer classic.
Branding
Instead of adding to the pile of modern branded cold brews flooding the market, I opted for the feeling of a classic, of nostalgia, and the long Summers of yesteryear.
With its vintage vibes, we found it important to highlight its ethical-sourcing and meticulous filter process. (Not all things were made better back in the day.)
The Key
Vice won dozens of blind taste tests.
Once revealed after the blind taste test, many participants remarked that they had seen Vice in the store (they had not.)
Some even claimed they tried it before and loved it. (They had not.)
The familiarity had worked. And a simple bold name stuck.
Customers remembered Vice.
Outcome
Vice became our top-selling cold brew by a huge margin. Outselling the big names in the catalogue. (Details only upon request.)