Re-Awaken

The redesign of iconic coffee brand, Maxwell House, was based on consumer insights gained through Design Insight™ Research that defined the common ground between Maxwell House loyalists and coffee-brand switchers.

The design takes advantage of the iconic "Maxwell House" cup, and creates emotional meaning out of the blue equity color.  A Brand Visual Language that leverages the Blue Mug, as well as consumer's visualization of their "ideal coffee moment," creates powerful communications across a variety of touch points.