The Dark Mug

Branding/Packaging/Logo Design

This project’s objective was to create a coffee line, as well as the logo design, the branding, packaging, and so on. The focus behind The Dark Mug was to create an easy at-home coffee kit, to bring the experience of the coffee shop into the comfort of your own home. The Dark Mug isn’t just your average cup of joe, it’s meant to brew the darkest and richest coffee, hence the name Dark Mug. Not only does the coffee have a rich and dark feel, but so does the branding. The skeleton is meant to look like a coffee mug, with the words “mug” acting as the teeth, with a handwritten, spooky typeface to highlight the feeling. With it being an at-home coffee kit, the consumer will receive the bag of coffee roast, espresso concentrate, spices to make the coffee richer, and skeleton chocolate sugar skulls, in case they want the cup sweeter and even more richer. The thank you card follows instructions and a step-by-step on how to brew one cup of coffee, stating ways to make it darker/richer need be. Lastly, follows mockups of the products and how the products would be packaged.