Wunderground
Brand Design + Art Direction
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Wunderground Coffee is a Seattle-based coffee company specializing in adaptogenic mushroom coffee. The motivation behind the brand identity is to make coffee packaging that inspires wonder, creativity, and delight. The brand conceptually aimed to make the adult version of a back of a cereal box. Aiming to expand the visual language of coffee packaging with wonder and play, Wunderground simultaneously expanded the benefits of coffee as well.
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Mushroom coffee was a newer product which led to confusion about its taste and efficacy. We needed to convince our target audience that this is a delicious product with long-lasting health benefits.
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Developed with Paper Crane Factory, the brand identity, leans on combinations of colors to represent different products evoking a unified feeling across all brand imagery, rather than the singular brand color correlating to a logo on a transparent background. The products photography, by Tyler Nix, plays on this idea. The photography shows optimized realities with bright colors and simple contrasting or triad color relationships for a customer to imagine themselves within.
The complexity of color in this brand is a never ending puzzle to solve. Each new design set an array of visual problems which were to be solved with color. My dear professor, Aki Nurosi, always said, “If you have a problem, solve it with color.” I carry this quote with me every day and exercised it to the fullest with the Wunderground branding system and marketing campaigns.
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