FUTURE SELF
COFFEE
2023
Future Self Coffee was one of the first major projects I was given working at Collab Coffee. The company was at the beginnings of their start up phase and I was the only in house designer - so I was given full responsibility on this project.
Future Self is a clothing brand owned by youtube vlogger and influencer, Alfie Dayes - offering premium home and street wear apparel. Future self were looking to expand their range with new coffee offerings.
Brief: Alfie has always been very passionate about drinking coffee and wanted to extend this passion into his existing clothing brand by create a sister brand, Future Self Coffee. A premium coffee brand that strives on creating a community of likeminded people with a goal of wanting to make changes to your lifestyle to help you to focus on achieving your future goals.
Brand Description: Future Self Coffee is an extension of Future Self - clothing brand and community of likeminded individuals that are focused on proactively taking the small steps needed to bring them closer to their goals. We’ll help you focus. Consider your Future Self. Live a life you love but never forget where you want to be. Your Future Self will be grateful that you did.
Brand objectives: Establishing the brand’s credibility and identity within the coffee industry - not just with consumers but also coffee experts/interests. Become a household name for independent coffee shops - get them to stock and supply Future Self Coffee whilst at the same time coffee lovers all over the world will have Future Self coffee subscriptions having freshly roasted beans delivered to their doors every month.
Core values: Creative, inspirational, fun, happy, admirable, aesthetically pleasing.
Target Audience: 24 - 35 years old - Young professionals / established careers All genders Self-improvement (physical, mental or practical), motivational and supportive, caring, good at saving money, likes high quality products from independent brands/designers) and invests in core pieces, driven. Loves to work and purchase from independent coffee shops, has an interest in coffee (has a coffeemaker at home - machine, bialetti, filter).
Design Ideation
I held a in-person meeting with Alfie and the Future Self team to best understand design stylings and directions. I felt that this was a good opportunity to discuss ideas and to get things put down on paper to help form my ideations. They supplied me with the imagery that I put into this moodboard packaging from other brands that they resonated with and felt inspired by. The main takeaways from that is that they were keen on very clean, minimalistic design - something which they specified wanting as part of the brief. As part of their brand, they value themselves on helping individuals proactively take the small steps needed to bring them closer to their goals, which is where the brand name ‘Future Self’ was inspired. Supporting individuals on taking the necessary steps to better improve their lives and achieve future goals. During this time, I came up with the idea of introducing a line feature, almost representative of the path a person has to take to reach their goals - Starting at point A and finishing at point B. This path is not linear though, there would be challenges a person must face and obstacles that might cause set backs, meaning that the path takes different directions but eventually it finishes. This idea was subtle, it echoed the brands underlying values subtly, a gentle nod to what the brand advocates themselves on. Building this idea out further I created some mockups to help envision the idea.
Creating the initial set of designs was a pivotal step in crafting a line that embodies the essence of personal growth and the journey toward self-improvement. The concept resonates deeply, showcasing the transformative process individuals undertake to manifest their aspirations into reality.
The feedback highlights a strong appreciation for the meaning behind the designs. The narrative of personal journeys is not only inspiring but also relatable, establishing a connection that many from their audience can identify with. This emotional foundation adds significant value to the line, amplifying its purpose and appeal.
Particularly, the choice to incorporate a stapled-on card was noted as a significant design feature. This approach maintains a clean and minimalistic aesthetic while enhancing the bag's perceived quality. The streamlined design ensures that the product remains sophisticated and visually appealing, aligning perfectly with the brand's aspirations and target audience.
Moving forward, Alfie and the team expressed interest in exploring additional line variations to diversify the offerings. This development phase will focus on expanding the core concept while staying true to the original theme of transformation and taking the steps to better yourself. By experimenting with different line stylings, colours, and layout, we could adapt the foundational idea to cater to a broader audience while preserving the essence of self-development that defines the collection.
The concept of creating a cohesive connection across a range of products through the use of varied line patterns was an innovative approach to illustrating individual journeys. By designing lines that intersect and connect across products, I not only unify the collection but also symbolise the unique paths each user takes.
The diversity in line arrangements invites users to interact with the products in a way that reflects their personal experiences. When users have the freedom to arrange the products in different orders, they can create patterns that resonate with their own stories, emphasising that no two journeys are identical.
Through this framework, I proposed several line pattern options for the client to consider. Each pattern is designed to resonate with different facets of personal journeys. This flexibility allows for a customisable experience, inviting users to engage deeply with the products and celebrate their individuality within the broader range.
Ultimately, this strategy not only enhances the visual appeal of the collection but also fosters a deeper emotional connection with consumers, as they see their own narratives reflected in the arrangement and design of the products. This method positions the range as not just a collection of items, but as a tangible representation of each person's unique journey.
Another takeaway from this stage was in regards to the logo. The outlined logo felt lost within this design in contrast to the line. The idea of using a full fill logo was put forward to help with presence on the bag but to also show that this was an extension of the brand.
Final bag design & Labels
Alfie and the team selected their top four lines and I implemented this into the design along with the full fill logo. They had also settled on blend names and roast profiles so I was also able to supply an updated design for the labels. The lables would have two variants, wholebean and ground. These designs were signed off by the team.
Better understand the design stylign of the Future Self Coffee brand, I was now able to implement this design styling into another of their product offerings, the brew bags. This featured their flagship blend, Focus, so it was a matter of carrying over the line element and other features from the bag so that the products were coherent.
