Diem

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 people would actually want to connect with.

We explored three brand positioning directions along with a range of naming directions, always coming back to how people actually experience coffee day to day.

The Cult of Coffee was the concept that resonated, and it pointed us toward Diem as the brand name since it carries that same sense of devotion. From there we developed a brand manifesto that became the foundation for everything that followed in the graphic exploration.

We also worked through different packaging directions, thinking through how each roaster's own branding would live alongside Diem's on the pod packaging.

The result was a brand that makes people feel instantly invited and connected to coffee culture.