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Beat Coffee Re-Brand: Augmented Reality Packaging

Beat Coffee, under the creative direction of Paul Meeuwsen, has unveiled an innovative re-branding initiative that brings the voice of the brand to life through Augmented Reality (AR) packaging. The rebranding project, which spanned 3-6 months, aimed to capture the essence of the brand and engage customers in a unique way.

The rebranding process involved a comprehensive brand and marketing strategy, incorporating market insights, competition analysis, and customer feedback. This led to the development of a brand strategy that translated into the positioning, tone of voice, brand mark, and touch points, culminating in the creation of the "Serious Fun Coffee" strapline.

One of the unique features of the rebrand is the use of the client's voice to bring the brand mark to life, which was then translated into packaging that animates via Augmented Reality. This innovative approach sets Beat Coffee apart, offering customers an interactive and engaging coffee experience.

Paul Meeuwsen, the creative director behind the rebrand, expressed his excitement about the project, stating, "We embarked on a journey of discovery, talking to customers about what they liked about Beat Coffee and what they cared about. This allowed us to create a brand strategy and positioning that manifested itself in the 'Serious Fun Coffee' strapline, setting the tone of voice for the brand."

Beat Coffee's rebranding initiative has been recognized with the prestigious Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category for 2021. This award acknowledges the brand's commitment to incorporating best practices in art, science, design, and technology, contributing to quality of life improvements and making the world a better place.

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