New Folgers

Design: Jeffrey Yi
Project Type: Student Project
School: Chicago Portfolio School
Course: Brand Design
Tutor: Graham Ebetsch
Location: Chicago, IL
Packaging Contents: Coffee

Focus on design that elevates the brand, while also reaching the younger coffee consumers. Folgers is a market leader when it comes to packaged coffee over competitors like Maxwell House and Starbucks. Currently, their main consumers are slightly lower income and of senior age. The coffee demographics/trends are however changing quickly, and the new design is intended to help Folgers stay ahead of the changing times and capture the younger audience.

What's Unique?
A complete new take on the gourmet packaging, as well as their classic line-ups, and introduction of whole beans product and cafe folgers.