Beat Coffee Re-Brand

Beat Coffee Re-Brand

Beat Coffee Re-Brand is a comprehensive visual identity transformation project that exemplifies innovative approaches in contemporary brand design, particularly notable for its integration of augmented reality technology and audio elements. This strategic rebranding initiative, developed by Australian creative director Paul Meeuwsen and his team, emerged from extensive customer research and market analysis, culminating in the distinctive positioning statement Serious Fun Coffee. The project's methodology involved a thorough exploration of customer preferences and brand values, resulting in a multifaceted design solution that seamlessly combines traditional branding elements with cutting-edge digital interactions. A distinguishing feature of this rebranding effort is its pioneering use of the client's voice to animate the brand mark, which is further enhanced through augmented reality applications in the packaging design. The visual communication strategy effectively balances professional coffee expertise with playful elements, incorporating musical themes that resonate with the brand's identity. This innovative approach to brand expression earned the project a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, recognizing its creative excellence and technical innovation. The comprehensive scope of the project encompassed various touchpoints, including printed coffee bags, social media assets, and interactive elements, all unified under a cohesive brand strategy that successfully addresses modern consumer engagement while maintaining brand authenticity.

brand identity, augmented reality packaging, coffee branding, visual communication, customer engagement, interactive design

— Adam Dawson

CITATION : "Adam Dawson. 'Beat Coffee Re-Brand.' Design+Encyclopedia. https://design-encyclopedia.com/?E=455091 (Accessed on August 02, 2025)"