Arise CBD Coffee
Case Study
Case Study
By Charlie Cohen and Alejandra Giron
Branding
Advertising
Motion Design
Packaging
Advertising
Motion Design
Packaging
School:
ELISAVA
ELISAVA
Instructors:
Christina Taverner
Clara de Sousa
Silvia Escursell
Christina Taverner
Clara de Sousa
Silvia Escursell
Class:
Design for Packaging
Design for Packaging
Completed:
Fall 2023
Fall 2023
Why CBD Coffee?
Reduces negative effects of caffeine, such as anxiety, headaches, and insomnia. Improves concentration, mood and energy
Reduces negative effects of caffeine, such as anxiety, headaches, and insomnia. Improves concentration, mood and energy
Even though the combination of CBD and Coffee hasn’t been studied enough to conclusively provide its benefit’s, since many of CBD’s benefits are the same as Coffee’s side effects, there is strong potential. Furthermore, there is substantial Anecdotal evidence to support the claims we made above. Emphasizing CBD’s ability to off-set coffee’s side effects needs to be evident in our packaging.
Read more about the side effects of caffeine
Read more about the benefits of taking CBD
gastroenterology-colorectal-surgery/caffeine-side-effects
User Study
Persona 1
Josh
Demographics:
Age: 23
Sex: Male
Education: Graduated from CU with a major in Entrepreneurship.
Employment: Sales representative at solar energy company.
Family Status: Single, living in studio apartment
Future goals: Build a successful company from the ground up.
Frustration: Caffeine has always caused Josh anxiety, yet he finds it hard to stay focused throughout the day without it.
Josh
Demographics:
Age: 23
Sex: Male
Education: Graduated from CU with a major in Entrepreneurship.
Employment: Sales representative at solar energy company.
Family Status: Single, living in studio apartment
Future goals: Build a successful company from the ground up.
Frustration: Caffeine has always caused Josh anxiety, yet he finds it hard to stay focused throughout the day without it.
Persona 2
Alex
Demographics:
Age: 21
Sex: Male
Education: Currently a junior at NYU majoring in Computer Science.
Employment: Part-time barista at a local coffee shop, and freelance web developer.
Family Status: Single, living with two roommates in a shared apartment.
Future goals: Graduate with honors and secure a job at a top tech company like Google or Facebook.
Frustration:Alex loves the CBD-infused coffee from the cafe he works at, but it is expensive and his hectic schedule doesn't allow him the luxury of stopping by every day.
Alex
Demographics:
Age: 21
Sex: Male
Education: Currently a junior at NYU majoring in Computer Science.
Employment: Part-time barista at a local coffee shop, and freelance web developer.
Family Status: Single, living with two roommates in a shared apartment.
Future goals: Graduate with honors and secure a job at a top tech company like Google or Facebook.
Frustration:Alex loves the CBD-infused coffee from the cafe he works at, but it is expensive and his hectic schedule doesn't allow him the luxury of stopping by every day.
Persona 3
Ray
Demographics:
Age: 28
Sex: Female
Education: Graduated from Pratt with a degree in graphic design.
Employment: Working as mid-level graphic designer New York’s top design agency, Pentagram
Family Status: Married, one child
Future goals: Keep growing her design career and become creative director of renowned design agency.
Frustration: Ray always loves the CBD coffee brew her local cafe makes, but she can’t find the time to stop by every day. Regular coffee gives her jitters, and sometimes causes anxiety.
Ray
Demographics:
Age: 28
Sex: Female
Education: Graduated from Pratt with a degree in graphic design.
Employment: Working as mid-level graphic designer New York’s top design agency, Pentagram
Family Status: Married, one child
Future goals: Keep growing her design career and become creative director of renowned design agency.
Frustration: Ray always loves the CBD coffee brew her local cafe makes, but she can’t find the time to stop by every day. Regular coffee gives her jitters, and sometimes causes anxiety.
Inspiration
Alejandra and I were inspired by minimal and high contrast design, taking inspiration from Japanese and Swiss styles for the branding. For the packaging, we wanted to keep it basic and eco-friendly, allowing for the primary packaging to shine.
Primary Logo
The Arise logo takes a clean approach, but still embodies the bold departure from standards that Arise takes.
Representative of flower/ cbd
Sun symbol representative of the energy produced by caffeine
Symmetrical star representing balance. A goal of our CBD blend
Primary Mark/
Ideology
Ideology
The Arise primary mark allows for limitless possibilities, since it is essentially the combination of 3 marks, all representative of the Arise brand and what it stands for.
Brand Book
Social Media/ Advertising
My goal in developing a social media strategy was to extend the Arise brand in a way that makes sense, and use high quality imagery showing the product in use. Through the motion design, I wanted to convey the dynamic and modern nature of the brand, further departing from the norm of Coffee beverages.
Primary Packaging
*Final Primary Packaging
Throughout the process of developing the primary packaging, we struggled with the placement and spacing of the information. It was important that we followed government regulations and emphasized certain information, such as the crossed out THC symbol. Through trial and error, we finally arrived at a design that fit these criteria.
Another focus in our primary packaging was the environment. We wanted to be sure that our product would be recycled, so we emphasized recycling instructions, and added pull tab on the bottom left of the sticker, that would need to be peeled before recycling.
Another focus in our primary packaging was the environment. We wanted to be sure that our product would be recycled, so we emphasized recycling instructions, and added pull tab on the bottom left of the sticker, that would need to be peeled before recycling.
Secondary Packaging
*Final Secondary Packaging
We took a clean approach to the secondary packaging that let the primary packaging shine and focused on the environment. By laser cutting our logo, allowing for a monotone package, we emphasized the colors and flavors of our primary packaging.
We tried to use as little material as possible to remain eco-friendly, while considering how the packaging would function in mass production, such as how it will stack.
We tried to use as little material as possible to remain eco-friendly, while considering how the packaging would function in mass production, such as how it will stack.
