Conceptual Development • Brand Strategy • Art Direction • Look Book

Translating research into strategy, we identified three key customer segments: Early Adopters looking for new ways to experience coffee; Core Customers who sought Keurig to make their lives easier; and Millennials, whose coffee habit came with a more sustainable sensibility. From there, we conceived original accessories to capture each audience, from coffee cocktail kits to energy drink options to sustainable, reusable pods. All delivered in a distinctive look book—one that got an enthusiastic green light from the top execs.