—— SPLIT SHIFT COFFEE CO.
Building a brand from scratch.
BRAND VOICE & TONE, RETAIL MESSAGING
A convenience store chain needed a coffee brand made from scratch. Our first step was to understand the audience. Who drinks convenience store coffee anyway? The answer is simple: the hardworking, on-the-go hero who needs a quick caffeine fix to power through their day. They're not looking for a fancy coffee shop experience; they just want a great-tasting, affordable cup of coffee.
Steeping the brand in story
Inspired by this no-nonsense caffeine consumer, we created Split Shift, a brand built on the idea that a hard day's work is a little easier with a good cup of joe. We crafted a brand manifesto to capture this essence and used it to guide every aspect of the brand, from the logo to the packaging.
Here’s to the late-night laborers and the early-morning risers. To the workhorses and the busy bees. To the weekend warriors, moonlight managers, and swing-shift soldiers. To the driven, diligent, and disciplined. To the ones who deal in expertise and elbow grease. To the multitasking masters and the power-nap pros. You do what needs to be done without a complaint, a second thought, or a thank you. That’s why we deliver what you need, when you need it. Simply. Consistently. Without a fuss.
SPLIT SHIFT COFFEE CO. MANIFESTO
Made possible by the talented team at Owen Jones.
CREATIVE DIRECTOR
Ethan Allen Smith
ART DIRECTOR
Rachel Avallone
COPYWRITER
Alyson Burke