Sly Fox Coffee Roasters Packaging System
*Disclaimer: This was an independent project and is not affiliated with Sly Fox Coffee Roasters. The logo is not my design*
The goal of this project was to create a consistent packaging system for a line of coffee blends being sold by Sly Fox Coffee Roasters. The brand is marketing to Millennials ages 18-26 and young to middle-aged professionals between the ages of 28-45. Since the brand name is Sly Fox and they describe themselves as urban, I chose to go with a dark and mysterious urban theme with elements of nature such as fog, forests, and leaves to incorporate the fox’s natural surroundings. With deep, rich colors, I intended to convey a feeling of sleek luxury. The design includes various textures inspired by urban and wilderness settings that give the graphics, and ultimately the package design, more depth and merge the two worlds together. The fonts are modern, sleek, and minimalistic reflecting the brand’s overall image. With this design, I combined some of the core elements of a modern urban coffee shop with the natural habitat of the fox depicted in the Sly Fox’s logo. This highlighted the sleek and urban elements of the brand while also showcasing the more natural elements such as their organic coffee. The imagery on the packaging is the same in each design with a variety of colors to differentiate between the different flavors. My hope is that these designs give the appearance of the merging of the two worlds to make the packages stand out on the shelves and intrigue the target audience.
