The goal was to explore current packaging trends and design a concept that captures both attention and attitude. Inspired by the nostalgic charm of retro mascots, this project aimed to visualize coffee's addictive energy in a fun and modern way. It also pushed the boundaries of packaging by mixing cannabis culture with coffee consumption.
While researching packaging trends, I noticed a strong resurgence of retro mascots, especially in alternative beverage and snack branding. I was particularly drawn to their nostalgic appeal and animated personalities.
The idea to model the instant coffee pack after a cigarette box stemmed from a desire to comment on coffee’s addictive qualities—transforming the concept into “coffee as a vice.” Upon learning that THCA-infused coffee is legal in Tennessee, I pivoted the concept to resemble a pre-roll cannabis pack instead, making the product feel both current and culturally relevant.
I also chose a psychedelic typeface used in A Clockwork Orange (the Korova Milk Bar logo) to subtly nod to counterculture aesthetics while reinforcing the edgy vibe.
Design Process
Mascot Illustration: Each strain/flavor features a custom character designed in a vintage cartoon style.
Typography: Bold, expressive, and slightly distorted to reflect the psychedelic, altered-state theme.
Color Scheme: Three distinct color palettes that avoid mixing tones—each flavor uses two-tone schemes:
Green Grove (Hybrid x Medium Roast)
Mary Jane Morning (Sativa x Dark Roast)
Stoned Sip (Indica x Light Roast)
Formats:
12oz cans for ready-to-drink coffee
Instant sticks in cigarette-style packs
Bagged coffee beans and billboard ads (not shown here)
Tools Used: Adobe Photoshop & Illustrator
The final result is a highly visual and contemporary brand that appeals to 20–45-year-old consumers—a group that values both function and fun in their products. From the bold mascots to the subversive packaging format, Strange Brew makes a strong statement on shelf or screen.
