Diem
WHAT WE DID
Brand Design
DESIGN TEAM
Stuart Harvey Lee, Stephanie Schwarz, Laura Wright, Marissa Klurstein
OVERVIEW
Diem is a startup brand bringing a premium coffee experience to a proprietary pod coffee system. Prime Studio was brought on to craft the naming, identity and personality of the brand, and to show how that identity would translate onto packaging as the brand grows.
United by coffee
Coffee is a crowded market, so Diem needed more than a good pod system. It needed a reason for people to care. The vision behind Diem was to create a brand for people to want to connect with.
We explored different brand positioning along with a range of naming directions. Diem was the one that stuck implying the moment you enjoy your coffee moment. Themes we returned to throughout the process were approachable, playful, and grounded.
That same spirit carried into the visual identity. The result was a brand identity that make people feel instantly invited and connected to coffee culture.