Eight O'Clock Coffee Rebrand
Time for Change.
New packaging and identity to help restore EOC's claim on coffee.
EOC original blend
For many Americans, Eight O'Clock Coffee is a name they've known from supermarket aisles their entire lives. Over the decades, the iconic red bag has also become burdened with the perception of being generic. The challenge refresh the brand in a way that honours the history of the brand while reflecting the increased coffee bona fides of the product.
The brands's origins in the 20s informed a clean visual foundation that borrowed heavily from Art Deco. A system of material, photographic and iconographic choices was developed to aid consumers in distinguishing among the EOC's multiple flavour skus as well as whether the contents of the pack were ground or whole bean.
All EOC skus
EOC Original Whole Bean and Ground
This work was completed at AmoebaCorp./Jacknife.
