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Coffee package design takes unconventional route to shelf impact

Subscription-based coffee delivery service, DripJoy, gets a visual identity to match its happy-go-lucky brand position.

Pw 192074 Dripjoy Addl Boxes

DripJoy is a new coffee company with a business model that caters to those who can’t imagine functioning without a shot of caffeine in the morning. The subscription-based coffee service achieves a single-serve experience by delivering pods of fresh, sustainably sourced coffee directly to homes and businesses monthly. Customers choose roasts and a subscription plan to fit their needs.

LRXD was tasked with designing the packages for DripJoy’s seven roasts, coffee pods, and corrugated shipping container for its brewing machine. The firm was also charged with creating the box copy and flavor names: French elation, Colombian cheer, and morning joy. DripJoy asked that the design be “simple, but eye catching,” and different from other on-the-go coffee brands.

LRXD said the right package design could help DripJoy generate customer appreciation and awareness, build loyalty and credibility for its products, and ultimately, sell more subscriptions. The brand aimed to reach a subscription target and stay focused on producing the simple, full experience of quality coffee, professional equipment, and convenience of the subscription and delivery service.

Since DripJoy isn’t sold in stores, LRXD had the freedom to forgo standard sales copy and traditional motifs, such as leaves and beans. Green and brown color combos were forbidden. LRXD envisioned an iconic, disruptive, and portable brand design that emphasized what was special about DripJoy’s coffee flavors.

DripJoy drinkers are socially conscious and want to feel like they’re helping the world. They are attracted to quality, convenience, price, and great customer service. This project targeted young-adult early adopters, along with startups and smaller businesses that require convenient coffee without the heavy cost of an office delivery/inventory service.

LRXD’s simple, two-color designs for DripJoy’s products match the giddy feeling one gets after imbibing that first sip of hot, piping coffee in the morning. The colors are light and airy, and the sparce iconography—such as a smiling-face icon created from the letter “y” in “DripJoy”—furthers the happy-go-lucky brand position, according to DripJoy.

Each of the white boxes that hold the pods has its own distinct color accent—turquoise for morning joy, gold for vanilla jubilee, ruby for French elation and so on—and the minimal copy is expressed in a casual sans-serif font. Panels convey information (flavor, strength, servings) and directions (“Load Joy, Drip Joy, and Sip Joy”) can even be comprehended before the day’s first cup.

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