Peak Coffee Co.

BRANDING | ART DIRECTION

Identity recognized by the 2015 Flux Student Design Competition sponsored by AIGA.

Project Brief

Peak Coffee Co. is a cannabis-infused coffee brewer serving customers exclusively in Colorado. Their coffee comes in a single-use K-cup and is available in a variety of THC dosage levels. Their beverage serves both medicinal and recreational users.

This was a group project featuring a rebrand including new name and brand, logo, packaging, website and mobile app, as well as print and mobile advertising. My primary contributions include brand identity and advertising.
Team Members: Felicia Curtis, Emily Glenn, Steven Wimberley

Project Brief

Peak Coffee Co. is a cannabis-infused coffee brewer serving customers exclusively in Colorado. Their coffee comes in a single-use K-cup and is available in a variety of THC dosage levels. Their beverage serves both medicinal and recreational users.
This was a group project featuring a rebrand including new name and brand, logo, packaging, website and mobile app, as well as print and mobile advertising. My primary contributions include brand identity and advertising.
Team Members: Felicia Curtis, Emily Glenn, Steven Wimberley

1. Identity

This rebrand is targeted toward a sophisticated audience that does not want to be represented by the stereotypical “stoner” culture. It brings a new image to legal cannabis, and gives the customer the assurance that this product is fun, safe and responsible.
The Peak logo is expressive, illustrative and takes the form of a triangle, a form that is present throughout the brand. The logo is designed to differentiate the brand in a crowded marketplace—a market place cluttered with psychedelic art and unoriginal packaging.

The triangle form of the logo alludes to three different meanings behind the name Peak: the mountains of Colorado, the peak of one’s standards, and the peak of one’s ‘trip’ or experience. The logo is capable of being used in a variety of colors associated with the brand.

1. Identity

This rebrand is targeted toward a sophisticated audience that does not want to be represented by the stereotypical “stoner” culture. It brings a new image to legal cannabis, and gives the customer the assurance that this product is fun, safe and responsible.
The Peak logo is expressive, illustrative and takes the form of a triangle, a form that is present throughout the brand. The logo is designed to differentiate the brand in a crowded marketplace—a market place cluttered with psychedelic art and unoriginal packaging.
The triangle form of the logo alludes to three different meanings behind the name Peak: the mountains of Colorado, the peak of one’s standards, and the peak of one’s ‘trip’ or experience. The logo is capable of being used in a variety of colors associated with the brand.

2. Advertising

The print ad campaign was created for publishers such as High Times, a popular magazine within the cannabis culture. These ads give the reader a visual translation of the internal journey that customers experience when drinking Peak Coffee.

Our mobile advertisements are intended for mobile apps such as Leafly and WeedMaps. These ads poke fun at the ‘stoner’ culture using phrases and language typically associated with the culture.

2. Advertising

The print ad campaign was created for publishers such as High Times, a popular magazine within the cannabis culture. These ads give the reader a visual translation of the internal journey that customers experience when drinking Peak Coffee.
Our mobile advertisements are intended for mobile apps such as Leafly and WeedMaps. These ads poke fun at the ‘stoner’ culture using phrases and language typically associated with the culture

3. Packaging

Peak Coffee will be sold as both single servings and multi-dosage six packs. Each dosage can easily be identified by a unique color. The label reiterates the dosage level and warns the user whether or not the drink is intended for medical use only.

Peak Coffee takes pride in the fact that their products are ISO certified, giving its customers the reassurance that the product is legitimate. The collective packages work together to create a vibrant in-store display.

3. Packaging

Peak Coffee will be sold as both single servings and multi-dosage six packs. Each dosage can easily be identified by a unique color. The label reiterates the dosage level and warns the user whether or not the drink is intended for medical use only.
Peak Coffee takes pride in the fact that their products are ISO certified, giving its customers the reassurance that the product is legitimate. The collective packages work together to create a vibrant in-store display.

4. Website

The website provides customers a place to find information about the benefits of Peak Coffee and where to find a nearby retailer. A primary goal of the website is to reassure skeptical first-time buyers that this product is safe.

The product page contains an engaging infographic helping customers find the perfect dosage level that fits their needs.

4. Website

The website provides customers a place to find information about the benefits of Peak Coffee and where to find a nearby retailer. A primary goal of the website is to reassure skeptical first-time buyers that this product is safe.
The product page contains an engaging infographic helping customers find the perfect dosage level that fits their needs.

5. Social Media

Connecting to their users through social media allows Peak to build a personal and long-term relationship with its customers in a casual and familiar environment. The social media pages share content such as activism, local news and events, as well as our Peak Facts.

To further connect with the public and promote an adventurous lifestyle, Peak has adopted a pedicab service. The pedicab service is intended to be an exclusive transportation system that will take riders to a variety of places including local eateries, shops, special events, scenic locations, and other unique gems of Denver.

5. Social Media

Connecting to their users through social media allows Peak to build a personal and long-term relationship with its customers in a casual and familiar environment. The social media pages share content such as activism, local news and events, as well as our Peak Facts.
To further connect with the public and promote an adventurous lifestyle, Peak has adopted a pedicab service. The pedicab service is intended to be an exclusive transportation system that will take riders to a variety of places including local eateries, shops, special events, scenic locations, and other unique gems of Denver.