2021
Nitro Cold Brew On Tap Campaign Design
Dutch Bros has recently stirred up excitement among its loyal customers by launching a regional promo featuring their limited location test of Nitro Cold Brew On Tap. While Nitro Cold Brew has always been a fan favorite, the availability in a can has limited customers to a single size option. Recognizing the desire for more versatility, Dutch Bros decided to introduce this exciting campaign to cater to the varying preferences of their cold brew enthusiasts. With Nitro Cold Brew On Tap, customers can now experience the smooth and creamy goodness of this beloved beverage in a range of sizes, adding a new dimension to their coffee-drinking experience.
The Line Up
Brief
Wordmark
Color & Typography
Print Assets
Social Assets
Credits
Drink photography by Shane Patton
Wordmark
Nitro On Tap's new wordmark combines typefaces we've used in the past to communicate and market Cold Brew as it's own sub brand. It's playful and sophisticated but presents a unique and own-able logo to represent it's own campaign.
Color Palette & Typography
Staying consistent with "windmill Blue" the rest colors play off retro inspired version's of Dutch Bros primary brand colors and colors used with the initial launch of Nitro Cold Brew in cans. It was a fitting solution to create recognition of the brand for existing customers but also offered a new enticing look.
Ohno Blazeface is the perfect choice as the face of this campaign. With its whimsical nature, it adds a playful touch to the design. However, this lightheartedness is balanced perfectly by the expert pairing with two distinct typefaces. The first one is Futura PT Demi, which is closely tied to Dutch Bros' master brand. This typeface adds simplicity and reliability, cementing the brand's strong reputation. Furthermore, Bourbon Regular is employed to represent DB Cold Brew as a sub brand. This font choice brings a touch of boldness, emphasizing the unique qualities of cold brew. By combining these three typefaces, the campaign achieves the perfect blend of playfulness, reliability, and distinctiveness.
Promotional Print Materials
As we launch this exciting addition to our lineup, we understand the importance of effectively communicating with our customers. Driving through the stand presents the perfect opportunity for promotion. We have strategically prioritized the hierarchy of our product being on tap, ensuring that our long-standing customers know it's still the same refreshing cold brew they love. However, to emphasize the new ability to customize the size and flavor of their drink. This will provide our customers with an even more personalized coffee experience.
As part of our marketing campaign, in addition to utilizing the drive-thru experience, we recognized the importance of leveraging social media assets to bolster the promotion of our launch in selected regional locations. Our aim was to showcase the captivating and smooth froth of our Nitro Cold Brew on tap through engaging social posts and Instagram stories. By utilizing these platforms, we sought to create a buzz among our target audience and pique their interest in experiencing the unique qualities of our Nitro Cold Brew firsthand.
