With the development of the new 2.0 brewers, Keurig was introducing new technology and pod sizes to their consumers. This expansion and evolution of their existing K-Cup brewers needed to be clearly communicated to consumers so they understood at shelf what the 2.0 system had to offer. Additionally, each of the three launch models needed to be clearly differentiated from one another.
The home appliance category was a sea of sameness, bringing white boxes to consumers with little design. By leveraging dark colors and bold design elements, the brewers stand out against the competition, and elevates the category.
Through extensive research with consumer focus groups, the communication hierarchy and overall packaging was optimized. By doing so, the packaging clearly communicates to the consumer the features and benefits they care about most as they are making purchase decisions
In addition to packaging, the new design was adapted by other partner agencies as inspiration as the rolled out new brand communication.
The new design successfully communicates the new 2.0 system to consumers. The launch of this product saw sales increases of over 20% of the previous year’s sales for Keurig brewers. Keurig already dominated the single serve category, and through this evolution they are standing out against all other brewers, including their own older products.