The Executive Suite brand was redesigned for Office Depot's line of coffee products sold primarily in the contract channel. The line includes several types of freshly roasted ground arabica coffee. The updated brand mark was designed to be simple and clean, and its placement and scale are prominent on package. Rich photography and a pillowy, quilted texture bring a warm, cozy feeling to the brand. Two types of color segmentation were selected for use on package to delineate products. The primary system consists muted colors from the newly developed brand palette that indicate coffee flavor. The secondary system communicates additional features, such as decaffeinated and bold.
As shown below, marketing materials such as catalog ads (left) and sell sheets (center) were created to promote the newly packaged product through the Business Solutions Division and for use at inside sales organization events. Also shown below (right) is the previous packaging, which required reexamining to modernize and elevate the product to a more competitive level.
The package system was awarded a 2014 American Package Design Award, selected from nearly 2,000 entries worldwide.
CREDITS:
Creative Director: Mary Sarlo Carmichael
Design Manager: Marjolijn Chung-Elbert
Designers: Marjolijn Chung-Elbert, Phillip Colhouer, Karla Butler, Marie Halloway
Photographer: Mark Hickman
Copywriter: Aaron Stoklosa
Sr. Production Manager: Carmine Longo
Production Designer: Rodrigo Patino
Print Manager: Sharon Gross
Design Manager: Marjolijn Chung-Elbert
Designers: Marjolijn Chung-Elbert, Phillip Colhouer, Karla Butler, Marie Halloway
Photographer: Mark Hickman
Copywriter: Aaron Stoklosa
Sr. Production Manager: Carmine Longo
Production Designer: Rodrigo Patino
Print Manager: Sharon Gross
