Out of Boca Raton Florida, Hurricane Coffee is a brand steeped in its origins. Not only is it Rainforest Alliance Certified, but it also donates a portion of its proceeds to disaster relief.
In its previous incarnation, the brand’s packaging used black and white imagery with red elements. The effect was too dark and gloomy and brought to mind a discount brand even though the coffee inside was premium. The re-launched brand also needed to identify a new audience. Currently, consumers from South America are the fastest growing demographic of premium coffee drinkers and were defined as the perfect target market for Hurricane Coffee.
The new look of Hurricane Coffee was inspired by South American cultures. Bright colours were used for the branding purposes and to create a specific identity for each of the unique blends. The tattoo-inspired illustrations are blend specific while the hand lettered logo unifies the brand’s range.
Hurricane Coffee And Tea
Branding & Packaging Design