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Art of Blend:
Crafted for simplicity

THE BACKGROUND

Frosty Boy Global had ambitions to increase their penetration of the international coffee chain and roaster markets. Their current brand was dated and relied heavily on equity from the Frosty Boy retail and master brands.
Our remit was to modernise and elevate the brand by developing a new brand positioning and visual identity that would clearly differentiate from competitors.

THE OPPORTUNITY

We needed to create a more consumer focused positioning to help our client move into the direct-to-consumer market. Previously the company had relied on a more trade-based approach which utilised the strengths of the corporate brand.

THE STRATEGY

The strategic positioning was borne from an insight that the products had specifically been designed for simplicity from the finest ingredients. We took this opportunity to reflect Frosty Boy’s passion for their craft to arrive at our positioning of ‘Crafted for Simplicity.’

THE CREATIVE IDEA

Executionally, we created a visually captivating design style inspired by the product. We leaned on ‘crafted’ for design inspiration and the notion of ‘simplicity’ was brought to life through our messaging.

 

A crafted lettermark supported by clean type formed the primary logo. This was then placed over imagery of the product at the very moment it is mixed with liquid: The way the product is mixed now forms the artwork for the brand and even allowed us to create a striking piece for each flavour.
The vivid clouds and syrup streaks also hint at the many possibilities the user has when creating with Art of Blend. It inspires and invites the user to create their own masterpieces.

 

LOGO STRUCTURE

 

SUB BRANDS

PHOTOGRAPHY STYLE

THE PACKAGING

DELIVERABLES

  • Brand identity and strategy
  • Brand design guidelines and tone of voice development
  • Messaging matrix
  • Brand positioning and purpose
  • Customer segmentation
  • Targeting
  • Value proposition
  • Go-to-market strategy
  • Brand architecture development
  • Portfolio planning
  • Research and analysis

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