Made With Creative Market: Dash In Coffee Rebrand

Of course. My name is Jason Johnson, and I work at Kitchen Sink Studios in Phoenix, Arizona. How did you get involved with this Dash In coffee project? This was the first project I was given when I came to Kitchen Sink Studios. Doug Bell, our creative director has known me for quite a few years. He’s followed some of the branding work I’ve done for restaurants so he wanted me to work on this particular rebrand. Can you take us through your design process for this project? The process almost always begins by finding out what our client’s goals are for the rebrand and who they want to talk to. For this project we knew that our audience was made up of people who aren’t concerned with fancy coffee, people who just want something that will taste good and help them get through their day. The type of person who gets coffee at a convenience store is very different from those who get coffee at an exclusive coffee house or trendy cafe. With that in mind we crafted copy for each cup that would speak honestly and humorously to that type of person. The messages were free of frills, got to the point, and even took subtle jabs at the competition. We also wanted each cup to feel unique and be a conversation starter. So, we launched with four variations (one for each size) but we’ll soon be introducing additional copy for each cup size. While the target audience is a no frills kind of group, our client did not want their coffee line to look like anything you’d find at a convenience store. Still, it needed to be something a blue collar type worker could relate to. We needed a typeface that would communicate on the same level as the copy, and Butcher & Block was a perfect solution: sincere and confident in itself.

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