Vault 49 Opens a New World for Grind
How do you take your morning coffee? Do you like a bold blend or something a little smoother? Milk, cream, maybe something soy? Sugar is an option, but so is agave, or something a little darker like a raw sweetener? The possibilities are practically endless, and each choice is as personal as any other. Building a morning mug of coffee is like building a cocktail and no one knows this better than Grind Espresso Spirit, an espresso based liqueur. Grind has been winning awards for decades but recently came to Vault 49 to help them rethink their identity. “Re-position and re-design Grind to make it more relevant to consumers today. However there was also a secondary – and equally essential – objective,” explains Vault 49. “We needed to show that our packaging solution would have a grounding in product-relevant authenticity, and have the substance to support an off-pack brand world and drive consumer-focused stories.”
Packaging is like a handshake, it speaks for the product as a first impression for the consumer. It has to strike the right balance between being personal and aspirational, it must communicate the ideals of the product while at the same time being accessible to a shopper. So Vault 49 invited Grind to their studio and involved them in the creative process. “Exciting and unpredictable creative processes are often hidden from clients by agencies who are concerned either that they are weak in this area, or that the practice is too unpredictable,” explains Vault 49. “By laying our process bare we were able to achieve such excitement and senior client buy-in for the re-launch that it made the rest of the design process and sign-off a relative breeze. Our client saw the potential, and as a result also drove Vault 49 to deliver bigger and better.” Vault 49 got Grind on their side from the quick, and the rest became a creative torrent. In fact, that exhibition included a live chalk drawing by Annica Lydenberg of Dirty Bandits, whose process we’ve included a video of.
But Vault 49 didn’t stop there, they also created a comprehensive brand identity for Grind that starts with the packaging but also encapsulates everything that represents them online, all the way down to accessories that carry the brand’s story. This kind of total brand reimagining can only happen with exquisite trust, something that Vault 49 earned from Grind, and something that will translate directly to consumers. “Our clients love to see the humanity of our team and our work, and we’re confident that same humanity is much more likely to be evident to consumers as a result,” says Vault 49. Cheers!