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ESPRO
CAFFEINE-FUELED REDESIGN THAT SHOWED PEOPLE THEY CAN BREW
LIKE A BARISTA.
CLIENT
Espro
Revolutionize coffee brewing with innovative designs, craftsmanship, and premium materials, delivering exceptional coffee makers and accessories. Their commitment to clean, grit-free cups and preserving rich flavors transforms the brewing experience.
AGENCY
FAI Design Group
YEAR
2020-2021
ROLE
Creative/Art Direction | Brand Development | Package Design
Social Media | Brand Guide | Sales Decks | Copywriting
Art Directed Photoshoots.
THE PROBLEM
Deciphering the Pour.
In 2019, Espro faced financial challenges as it aimed to expand its presence into the retail space. However, the existing packaging failed to effectively communicate the brand's intention and value proposition, hindering its ability to make a successful leap into the retail market. A comprehensive rebranding effort was urgently required to address this issue.
Pain Points
What is this?
What kind of product
is being offered?
What does it look like?
Are there various styles, materials, and colors available?
What does it do?
Will it improve or enhance my coffee brewing experience?
BEFORE
THE SOLUTION
Revealing the
Perfect Sip.
Completely transformed the brand by implementing a robust retail-focused market strategy. With a keen focus on the customer and shopability, I developed a fresh, modern brand identity that resonates with our target audience. By immersing myself in market trends and competitive analysis. Drawing from valuable insights, I executed a revitalized package design and enhanced the overall brand experience, including compelling social media photography and impactful messaging.
AFTER
THE RESULTS
Café infused redesign.
The rebranding led to increased brand awareness and a surge in new customers. The changes in hierarchy and decluttering of the packaging improved shopability and allowed consumers to discover the variety of products available. Successful rebranding also secured prominent retail partnerships with stores including William Sonoma, Sur La Table, REI, Macy's, Bed Bath & Beyond, Starbucks, Nordstrom's, and West Elm. These collaborations solidified Espro's position as a leading player in the competitive retail coffee market.
Retail sales soared by 500% in the two years following the redesign, propelling revenues from $1 million in 2019 to an impressive $6 million in 2021.
Delight Points
Clear product identification
Shelf appeal & strong market position
Highlighted value proposition features
Social Media Campaigns
I led numerous extensive campaigns for Espro, utilizing visually captivating social media posts to showcase the product's lifestyle, beauty, features, and advantages. By implementing various strategies such as how-to ads, evergreen ads, and paid advertisements, I effectively captured the audience's attention, bolstered brand awareness, and achieved substantial sales and revenue growth.
ESPRO
START BREWING LIKE A BARISTA.
AGENCY
FAI Design Group
CREATIVE DIRECTION
Allison Schwartz
ART DIRECTION
Robert Scully
DESIGN
Robert Scully, Joanna Loftus, Spencer Driggs
PRODUCTION
Joanna Loftus, Robert Scully
PHOTOGRAPHY
FAI Design Group
PHOTO ART DIRECTION
Robert Scully
SOCIAL MEDIA CAMPAIGNS
Robert Scully, Joanna Loftus
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