A fresh packaging design for a sub-brand of a classic neighborhood coffee shop
Lighthouse Roasters is expanding into the Ready to Drink coffee sector, and they needed to create a sub-brand that will appeal to a younger generation of up and coming coffee drinkers while staying true to their parent brand. How might we create a brand that appeals to a younger demographic without alienating their current older, loyal customer base?
a youthful spin
I created a simplified version of Lighthouse’s antique roaster out of colorful shapes. The roaster graphic combined with the warm colors and simple type treatments feels welcoming and new but still retains pieces of Lighthouse’s heritage. This graphic serves as a nod to their traditional methods while signaling a move towards a younger demographic.
Check out my PROCESS
I reached out to Lighthouse Roasters to determine their primary customer (30-55 year old working professionals) and most common coffee order (an americano or oat milk latte) in order to develop personas and product. As a Gen-Zer, Casey is younger than the average Lighthouse customer but fits the target demographic for an RTD Coffee line, and represents an untapped demographic for Lighthouse. In order to appeal to a younger audience, the tone is playful, welcoming, and fun.