Brought to life from an obsession for the perfect Espresso Martini, NuRange Coffee exists to simply deliver the undelivered for coffee drinkers. They apply a “get-after-it” mentality and an obscene dedication for quality blends, giving coffee fiends nothing short of the best to pour in their coffee hole. Whether for fun, function or wellness, NuRange is here to fuel their customers’ daily grind.

Three Beans, LLC (NuRange’s parent company) sought out FlowState as a strategic partner for the creation of their go-to-market branding. They had developed a strong business plan in pursuit of launching a new line of coffee products that would successfully span the demands of their target audience. The coffee product market is highly competitive and the products are generally uniquely branded so that they stand out on shelves. Three Beans needed a partner who could set them apart with a strong brand and a creative ally they could trust to deliver the valuable assets (such as brand identity, messaging, and product packaging design) they would need to market their new brand effectively.

These components carried across to the designs which where also created with a minimalistic approach and aesthetic. This tactic was especially applied to the product packaging design of the coffee cans: we wanted to let the products speak for themselves through clear-cut and uncomplicated design. Stylescapes are key in helping us to relay our concepts during the design ideation process, and when we present our initial impressions of how the brand might engage via the messaging and visual identity. With the stage set, we honed in on a combination of the messaging and visual components between Grind Hard and Daily Revolution. Overall this was a clean and dynamic mix of those two directions which called on the look and feel, layout design, icons, and fonts from Grind Hard and the color palette, stripes, and the half-tone pattern of Daily Revolution. With the direction firmed up, we started to execute building brand assets and packaging design.

It was during the product packaging design phase that the brand identity took on a slightly new direction. As we started to ideate how the cans might look and feel, both NuRange and our team initially envisioned carrying out the brand’s minimalism with a heavier, black and white focus for the product design. However, through our exploration of design variations, we collectively gravitated towards using colors more prominently on the cans. We ultimately landed on colored cans as the best expression of the brand, and a better way to connect with their audience. In presenting those options, we explored varied tones and depths of color, in the end slightly adjusting the original brand colors to achieve more distinction.

NuRange brought passion and a commitment to collaboration to our partnership, and we met that commitment with the expertise of our team, our unique branding process, and our distinctive culture. Together we were able to create a thoroughly strategic and distinctly creative branding solution – including the packaging element which has become the centerpiece of the NuRange brand – that has truly delivered a grind for all kind.