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Kick-Start was launched in 2008 as an alternative to the traditional coffee options on store shelves in the Philippines. It's simple plain black packaging stood out initially, but over time felt less differentiated as black became a category standard. The client wanted to leverage their color, but create a new vision that would entice a new generation of coffee drinkers.
The new approach disrupts the shelf again and shifts from a more muted story around starting a conversation, to a bold expression of empowerment. The design expresses the energy and fearlessness of the entrepreneurial mindset, encouraging people to kick-start something new of their own.
Copy on the back reads:New things usually don't kick-off with a bang. They start with the faintest of whispers. A quiet voice that wonders aloud amongst a shouting chorus of can’t, won’t and shouldn’t, helping to spark new possibilities.But you must listen for it. Protect and champion it. Lend it your voice. After all, it’s been yours all along.