Just in time for summer, strategic brand design consultancy modern8 partners with DTC brand Wave Coffee for their official launch. Offering a new kind of coffee subscription service, Wave Coffee hopes to pair seamless customer experience via an easy to navigate website, with their overall mission — to help spread positivity during these difficult times.
Named by modern8, Wave takes its name from the phrase “third wave coffee,” a coffee movement defined by a return to artisanship, aesthetics, and traceability as a rejection of most commercialized coffee brands. “With Wave we saw an opportunity to be a part of a brand that provides ease of use, promotes shared experiences during times of uncertainty, and is at a price point that is justifiable,” mentions modern8 CEO Alysha Smith.
When it came to designs, modern8 had two things in mind; simplicity and sophistication. Inspired by the flavor of the roast within each bag, the primary colors of the packaging utilize vibrant reds for their Sweet Daze Fruit Blend and cool greens for their Smooth Talk Chocolate Blend. The abstracted logo purposefully evokes a visual of rolling waves, embodied within the ‘W’ emblem, and gives the overall branding a modern but slightly vintage look.
Since being forced to work from home during the pandemic, people have looked to their coffee rituals to give their days structure and consistency. COVID-19 has also forced coffee shops to temporarily close, leaving coffee lovers to fend for themselves. Wave recognized that by delivering high quality coffee directly to doorsteps, they could help make challenging times a bit brighter. With a similar goal, they have also committed themselves to supporting both local and national causes, most recently with a donation to civil rights organization, NAACP.
With COVID-19 impeding our sense of human connection, Wave Coffee wants to encourage others to continue drinking great coffee, connecting with others and riding the new wave of cultural shifts in thinking. “It’s an opportunity to discover new rituals and ways of keeping in touch so you don’t lose your community,” adds Smith. “Rituals that can easily be built or become tighter over a cup of coffee.”