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MARLEY COFFEE


PROBLEM Marley Coffee was started in Jamaica by Bob Marley’s son, Rohan. The brand has a limited presence in U.S. stores and is missing a major opportunity to gain market share in the rapidly growing organic coffee industry.

SOLUTION Use Jamaican language and popular Bob Marley lyrics to emphasize the mellow, smooth, and lively qualities of Marley Coffee.


LOGO PRINT OLD

NEW


PACKAGING ORGANIC

FAIR TRADE

E N O VE LO

in p p e st

ght beat. u a c ng y. e a d b o r w n’t tive i s Do o the po t e h t for y wa e e k m Ma o s

E V O p. L u c E N r w

Bre

nts e c c ry a y. u r o e n b lue armo nts of in y b h i & es erfect em h t o h l n in p er t . v ora o fl c e dis The e pic s & ‘n b ly e, ’ ow ocoa c l i s it c o n mmin Sip ns

O

vibin

io ou ja thm. t a bin got y e rhy m i o it e ir Ac h t to

net

wt

3

)

2oz

(1 40g


Marley Coffee bags were redesigned in order to better communicate the unique flavor and vibe of the coffee through the use of Jamaican phrases and well-known Bob Marley lyrics.

These Marley Coffee branded spoons will be given to those who purchase a bag of coffee online or at a trade show.


DIGITAL


Marley Coffee ads will appear on the online music sites Pandora, YouTube, and Grooveshark when a listener chooses to play Bob Marley or another similar artist. When clicked, the ads will take the listener to the Marley Coffee website.


Marley Coffee Student Campaign