BRANDING · PACKAGING
BearHug
A decaf coffee brand identity, packaging, and product applications.
Cozy without the crazy.
ROLE
Brand and packaging designer.
SCOPE
Identity, packaging and applications.
TYPE
Brand concept.
BearHug is a modern decaf coffee brand. I created its visual identity and packaging around a simple idea: cozy without the crazy. The challenge was to make decaf feel warm and playful, rather than sleepy. I developed the bear symbol and a coffee-inspired palette, then carried the identity across packaging and applications.
Process
01
Find the feeling (tagline "cozy without the crazy" and a warm, cabin-inspired mood)
02
Draw the bear (the "bear in a cup" logo and a warm, coffee-inspired palette)
03
Package it (identity applied to packaging, cups, product imagery, and social layouts)
Solution
A full brand, from logo to packaging. BearHug came together as a complete brand, with a bear who feels like a hug and packaging that looks bright and cozy and is easy to pick out. A coordinated brand system, from coffee packaging to everyday objects.