Brugmannlaan 12A, 1060 Sint-Gillis, België

Agency: DesignRepublic
Photography by Lucid (Katleen Willaert / Jochen Verghote) & Jan Opdekamp
Location: Belgium
Project Type: Produced
Client: Uphill Brewing Company
Product Launch Location: Europe
Packaging Contents: Cold Brew Coffee
Packaging Substrate / Materials: Aluminium, Paper
Printing Process: Digital Printing

In December 2020 Annelies & Matthias, a seasoned couple of entrepreneurs from Ghent, contacted DesignRepublic to create a name, a branding & packaging for their new project: a canned, cold brewed and nitro enriched coffee sold out of the refrigerator….cold coffee in a can? what is cold brewed? and nitro enriched is that some kind of strange substance ;-)?

Meeting Annelies & Matthias in person quickly made us clear that canned coffee out of a fridge is already a big hit in Germany and the States, that cold brewed means ‘made without heat’, which creates lower acidity for a smoother, naturally sweet taste, and that the drink is infused with a touch of nitrogen for a creamy mouthfeel. A recipe for success, we’d say. Now just a name, a positioning and a packaging design.

DesignRepublic steamed up its engines and the whole project, from first contact to production and ready for sale, took us barely three months to finalize.

The briefing stated that the new brand needed to be young, natural, easy, energetic, fresh and outdoors. The brandname ‘Uphill’ reflects all these elements and works perfect in combination with the baseline ‘natural energy from natural caffeine’.

For the logo itself, we use an elegant, slightly retro-looking font, at a gentle upward angle, against a stylised hill with a hint of an upward hiking trail. All this to emphasize the uplifting nature of this energy drink perfect for outdoor adventures or just to sip at your favorite local coffee bar.

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