Sucker Punch
INSTANT SPECIALITY COFFEE
Specialty COFFEE
The first time you taste it, you're born again. It's sweet and juicy, with intense richness—entirely unlike what your parents kept in the cupboard when you were a kid. You want more, so you watch a few videos online, and before you know it, you've got a fancy-ass kettle and a $350 German engineered hand grinder. But why does great coffee have to be so complicated?
Sucker Punch says it doesn't.
JOIN THE REVOLUTION
Sucker Punch revolutionizes instant coffee and targets Gen-Z with high-quality direct, traded specialty coffees made instant. Sourced from the best-growing coffee-growing regions in the world, enjoy the quality and ethical standards of your favourite local roaster, but delivered in a little pouch. Ditch the pretentious barista routine because this coffee is unexpectedly good!
AN INSTANT FAVE
The best coffees are seasonal. Sucker Punch utilizes bright colours to denote regionality, so while the coffee producers may change from time to time, regions maintain the same coloured pouch. The icon acts as a consistent mascot anchoring the brand across the single-serve pouches and subscription boxes and communicates Sucker Punch's core message: we might be instant, but this coffee is so unexpectedly good, it'll knock you out!
As an online subscription, the packaging and graphic elements for Sucker Punch also have to stand out when displayed in small sizes on your phone. Designing packaging that works well across social platforms was another vital consideration for developing the brand.
The narrative for Sucker Punch is consistent—"it's unexpectedly good," "so good you won't see it coming," and "explosively delicious coffee!" The brand is dynamic and energetic, embodied in the art direction of the brand's packaging photography. Coffee splashing and exploding, captured just before impact, is a fun reminder that while Sucker Punch is quality focused, it doesn't take itself too seriously. Something significant for its target audience.
TELLING THE STORY
