THE PROBLEM Each year, the coffee industry creates 20.8 Billion KG of coffee cherry waste which gets discarded and ends up in landfill. THE INSIGHT When treated correctly, the pulp of these coffee cherries (also named Cascara) can be utilised to infuse drinks and create flavour. THE SOLUTION We have unearthed the hidden beauty of this sweet, rich fruit and exalted it, making it the star ingredient of our infused mixers A beverage that really tastes holier-than-thou.
FLAVOURS
HONEY AND LEMON This combination of honey and lemon creates a sweet fruity flavour and the perfect addition to any whiskey.
NATURAL CASCARA The rich, sweet savour of cascara in this mixer makes for a perfect companion to a glass of gin.
GINGER AND CINNAMON The warmth and spice of the ginger and cinnamon flavoured mixer pairs beautifully with rich, dark rum.
THE NAME To exalt something is to raise it to a higher rank or position: to glorify, praise, and honour. The branding plays on this godlike idea in a tongue in cheek way, with designs inspired by stained glass windows. These illustrations show coffee farmers raising the cascara and it’s halo, as if holier-than-thou.
LABEL DESIGN The back of the cans feature a design which is loosely inspired by religious manuscripts. The hand made, paper cut-out effect ties into the theme of re-purposing and reducing waste and also represents the idea of embracing imperfections, because beauty is in the eye of the beholder.
AMBIENT MEDIA The stained glass window designs will be applied to panels of glass in public to attract attention and help familiarise the public with the branding before they get to the supermarket.
THE HALO The halo is an asset which will be used in promoting and advertising the range of drinks. This includes guerilla advertising using posters to interact with people waiting for buses and trains, as well as a social media presence using tools such as Snapchat filters which will introduce a wider audience to the brand and to the drinks.