Kloo

Summary

Craft coffee for those who crave more than convenience

Scope

Art Direction, Brand Identity, Brand Strategy, Copywriting, Naming, Packaging, Photography, Print

Scope

Art Direction, Brand Identity, Brand Strategy, Copywriting, Naming, Packaging, Photography, Print

Status

2023

Kloo

Kloo

Project Summary

An imaginative brand for a company that demystifies coffee. The name Kloo references a gradual awakening that eventually leads to a radical revolution. Brought to life through subtly hidden details and quiet elusivity, this brand is all about journey and discovery. Packaged in a frosted glass bottle with a metallic top and screenprinted graphics, the presentation is reminiscent of craft spirits, elevating the coffee drinking experience. 

Credits

Photography Ben Jack

Styling Hoarder's Heir

Complexity, simplified

While Kloo’s wordmark subtly references the unique makeup of the hero product with its looped K, its mark delivers on the fluid and ever-expanding nature of the concentrate. Maze-like trails wind out from the core K shape, letting viewers decide what they find.

Photography

Outline directed a full-day photoshoot that spanned product shots, flavor schema and a variety of recipes. By creating a sense of moodiness and mystery, we doubled-down on the brand’s quiet sense of intellect while showing off its innate versatility.

Packaging & Print

We expanded on the quiet, easy luxury of the product itself by creating simple packaging that felt like a gift at first glance – a delight to unbox and discover. A paired brochure and flavor decoder kick off the journey of discovery. 

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