Millennials are on the mind of many major brands around the world, so this Peet's Coffee & Tea branding idea is a concept of how a brand could rethink itself to draw in new customers and please existing ones.
Designed by YunJu Yeow of the ArtCenter College of Design, the Peet's Coffee & Tea packaging is simple in aesthetic, utilizes a wholesome font and is focused on convenience.
Each of the different coffee blends has been personified when describing the product's taste and name. For example, one of the whole bean bags reads, "Rich and Complex. I'm Major Dickason." It's this attention to detail that makes the project Peet's Coffee & Tea branding idea a true winner for being funny, approachable and relevant for younger consumers.
Millennial-Targeted Packaging Concepts
This Peet's Coffee & Tea Branding Idea is Fresh and Hip
Trend Themes
1. Millennial Branding - Brands can create new packaging concepts targeted towards millennials that use simple design, wholesome fonts, and a focus on convenience.
2. Personified Products - Brands can give their products a 'personality' by naming them and creating descriptions that reflect their taste and character.
3. Approachable Marketing - Brands can increase their relevance and approachability to younger consumers by using humor and attention to detail in their marketing strategies.
Industry Implications
1. Food and Beverage - Food and beverage companies can use millennial-targeted packaging concepts and personified products to differentiate themselves and appeal to younger consumers.
2. Marketing and Advertising - Marketing and advertising agencies can help brands create millennial-focused marketing strategies that are approachable, humorous, and attention-grabbing.
3. Design - Design agencies can develop millennial-targeted packaging concepts that focus on simplicity, wholesome fonts, and convenience while still being visually appealing.