Chameleon Coffee founder Chris Campbell came to us with an exciting challenge. The organic, specialty-grade coffee brand he spent years building had been purchased by Nestlé the year prior, and rapid expansion and product diversification were on the horizon. Their original product set of concentrated, bottled ready-to-drink cold-brews and bagged coffees would soon expand into ready-to-drink cans, K-cups, bulk bags, CBD coffee, and even a new line of teas.
The brand as it stood was built by dozens of hands over almost as many years, and it lacked the cohesiveness and consistency required to scale successfully into a leading national brand. Chris knew he needed to refine and optimize his brand system, but he was resolute in his desire to maintain the coffee’s craft-made soul and funky Austin personality. Our goal became clear: to bring consistency and alignment in package architecture, design and language across the portfolio, while keeping the quirky charm and unconventional wit embodied by a blinged-out mosaic reptile known simply as “The Dude.”