With ambitions to keep growing from a hometown favorite into a national name, Cuvée tapped Preacher to help redesign and relaunch their beloved nitro cold brew cans and bagged coffee beans. First, we set out to meet the people fueling the cold brew category’s explosive growth, and we did so by traveling around the country and sharing beverages with them. Our research helped us segment cold brew drinkers and better understand coffee drinkers’ priorities, leading us to a simple, elevated can design that embraces Cuvée’s Austin-made personality and innovative spirit. We leveraged those learnings into whole bean coffee packaging design, bringing a new naming convention and colorway system to Cuvée’s iconic blue bags.
