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CREATIVE DIRECTION
BRAND IDENTITY
PACKAGING
Parcel was created to give office workers a smarter, lighter way to power through Mondays and beyond. The challenge was to build a brand identity that captured humor, relatability, and agility while standing out in the crowded functional beverage market.
Shipping label aesthetics meets caffeine-fueled clarity.
THE CHALLENGE
Parcel aims to differentiate itself from the wave of “serious” overly-engineered energy drinks. Most competitors leaned clinical or overly minimalist. The goal was to craft an identity and packaging that felt sharp and intelligent but also approachable, funny, and grounded in everyday office culture.
The charm of Parcel’s beverage can design lies in its clever use of everyday shipping aesthetics such as labels, tape, and packing slips wrapped around a standard drink container. What’s typically overlooked in logistics becomes a bold visual identity that feels oddly familiar yet refreshingly original.
For Parcel, I created a visual that transforms FRAGILE into AGILE to reflect the brand’s promise: turning Monday burnout into sharp focus. Inspired by shipping labels, the design erodes the first two letters to reveal the shift users experience after drinking Parcel. It’s a simple typographic move with a clear message. This isn’t just coffee, it’s momentum delivered.
THE APPROACH
Discovery
We researched the nootropic beverage landscape, noting the lack of brands embracing humor and workplace relatability.
Strategy
The brand was positioned as “the office antidote”. Playful, self-aware, yet designed with clean precision.
Design
Inspired by courier boxes, shipping labels, and office stationery, we explored typography and iconography that borrowed from work culture.
Refinement
We landed on a sharp Helvetica type set with a city pigeon mascot supported by a palette of earth tones with bold pops of office-inspired color.
Parcel’s identity highlights how humor can be just as strategic as minimalism in design. By leaning into workplace clichés with wit, the brand delivers a unique, memorable presence that makes the coffee feel like part of the Monday survival kit.
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