Shortlist / Packaging Design / Consumer / 2019
Dunkin’ is a heritage brand with a hugely loyal following in the Northeast, looking to signal its transformation into a nationally expanding premier beverage-led, on-the-go brand. A key component of this transformation included the revamp of Dunkin’s Espresso offering, which was neither well-known nor well-regarded by latte drinkers of America. The inspiration for Dunkin’s espresso line comes from the portafilter (the part of the espresso machine which holds the coffee grounds). The team looked at it and saw an exclamation point—which is a perfect tie-in to the typography-driven rebrand.