Death Wish Coffee
Branding & Packaging
Client:
Death Wish Coffee
Role:
Brand Designer
Year:
2024
Challenge
The main challenge was finding the balance between the brand’s edgy, cult-favorite image and a more contemporary, cohesive look that could support growth into wider markets. It required careful consideration to keep the bold, intense energy while polishing the visual tone for better versatility. There was also a need to ensure that the updated identity could scale across multiple touchpoints—packaging, merchandise, and digital spaces—without losing its impact.
Objective
The goal of this project was to breathe new life into the identity of Death Wish Coffee, a brand known for its ultra-strong coffee and bold attitude. The aim was to elevate its visual identity while preserving the rebellious spirit that resonates with its core audience. This rebrand focused on refining the brand’s personality and enhancing its appeal across packaging, digital platforms, and marketing materials.
Results
The rebranding resulted in a powerful, clean visual identity that still honors the brand’s roots. The new direction uses bold, simplified graphics, a strong monochrome color palette, and structured layouts that create clarity and recognition. Packaging was redesigned to command attention on shelves, with typography that reflects strength and confidence. The refined look reinforces Death Wish Coffee’s reputation as “the world’s strongest coffee,” while offering a more unified and professional visual language across every brand interaction.
