OVERVIEW

Create a line of ready-to-drink (RTD) coffee offerings for the Seattle-based Fuel coffee brand, which only exists as ground or whole bean products. This new sub-brand or product line should feature the parent brand logo while having its own identity as either a product line or sub-brand. The RTD brand was expanded into an immersive pop-up experience and trade show booth.

CHALLENGE

Fuel Coffee, an established brand in the coffee industry, aims to expand its presence into the ready-to-drink (RTD) coffee market. They must create a unique brand identity while staying true to Fuel’s original company values.

SOLUTION

The RTD sub-brand incorporates bold yet fun illustrations of the real drag queens of Seattle and generates fun names for flavors based on the drag queens’ actual names. The pop-up drag stage experience aims to immerse visitors in the dynamic world of drag coffee, while the trade show booth showcases the boldness of both brands.

  • Visual Designer

    Researcher

    Illustrator

  • InDesign

    Illustrator

    Photoshop

    Figma

  • 12 weeks

  • Morgan LaRose ( Design of the cans )

FRONT/BACK DESIGN

SIX - PACK BEVERAGE DESIGN

POP-UP DRAG STAGE EXPERIENCE

This is a mobile pop-up display for the new Drag Coffee brand by Fuel Coffee. The pop-up, which is based on the Irene Old Fashioned flavor, features drag performers amusing onlookers as they consume the new drag coffee beverage. The main goal is to travel to different cities, raising awareness of the product in a lively and engaging way.

  • Aluminum, steel, metal, paint, wood, laminate, acrylic, and a variety of lighting and fabrics

  • Drag truck: 44.6 x 8.8 ft

    Sign with lights: 14 x 4 ft

    Coffee stand: 10 x 8 ft

  • Jefferson Park Seattle, WA

TRADE SHOW

Visit the Fuel Coffee Drag Coffee Sub Brand booth at the trade show to experience how Irene's traditional flavor inspired modern flair and retro charm. Get an expert drag makeup application and strike a pose at our photo take-home location for a professional snapshot of your newly discovered confidence and style.

  • Aluminum, steel, metal, paint, wood, laminate, acrylic, and a varieties of lighting and fabrics

  • W: 14 ft

    H: 12 ft

    D: 14 ft

  • DRAGCON 2024 at Seattle Convention Center

Outside view

Inside view

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