Boxed.com’s private brand, Prince & Spring, recently launched a new line of organic, fair trade, 100% Arabica coffees, each wrapped in Vertex award-winning packaging that looks like art. To promote the new offering to its millennial customer base, the Boxed team designed visuals that capture the complex flavors each coffee embodies and deployed these assets in a multifaceted, ongoing social media campaign on Pinterest, Facebook, Instagram, and Twitter.

Visual Storytelling
The social world is a visual world, a perfect platform to showcase a private brand that features attention-grabbing design. Prince & Spring’s design is clean, elegant and minimal. It elevates products from everyday pantry fodder with design that customers are proud to display in their homes. When you look closer, you realize the layers of details in each design as they combine design with humor and personality. In their successful line of gourmet nuts and trail mixes, for example, the mixed nuts label is represented as a turntable mosaic made from nuts tied together with a tagline that reads “Sir Mix-O-Nut”. The French Roast label not only has a subtle splash of the Eiffel Tower on the water-painted coffee cup, it adds a touch of playfulness by turning Marie Antoinette’s infamous “Let them eat cake” line into “Let them drink coffee.”

“We wanted to honor that playfulness and elevated design in our social campaign while getting consumers excited for the flavors they’d be experiencing,” says Jessica Rotondi, senior social media manager at Boxed. “So, we deconstructed the tasting notes for each specialty coffee into a visual representation of its flavors and aromas.”Prince & SpringFRENCH ROAST
For the French Roast, the Boxed team opted to convey notes of dark chocolate and smoke by photographing pieces of chocolate and chips of cedar planks pouring out of a coffee cup in their photo studio in Union, New Jersey.

COLOMBIAN
The juicier, medium roast Colombian coffee showcases ripe raspberries and blood orange mingled with notes of chocolate and cherries.

BREAKFAST BLEND
The lightly-roasted Breakfast Blend has nutty notes and bright citrus-filled flavors conveyed with hazelnuts, macadamia nuts, Meyer lemon and mandarin orange wedges.

The images were photographed in an all-day session in June.

It’s All About Collaboration
“Effective and efficient product development requires a very structured process,” says Jeff Gamsey, VP of Private Brands who will be presenting at Velocity: The My Private Brand Conference. “Managing the creative process effectively has very different requirements. The best work comes out of highly collaborative environments, but collaboration doesn’t necessarily mean the absence of creative tension. Marrying these two different processes is part of the fun that we get to experience every day as we bring more products to life and more life to our products.”

Boxed has an in-house creative team that pairs visual designers with copywriters, product managers, photographers, and even an animator. They sit next to one another in the brand’s open plan office in Soho. “We Slack each other all day long. We’re all social media junkies (and coffee junkies). The creative team sat around a table and concepted the execution, the photo team then brought it to life, it was all inspired by the great design that Prince & Spring products are known for,” says Rotondi.

Don’t miss Jeff Gamsey, VP of Private Brands when he presents at VELOCITY: THE MY [PRIVATE] BRAND conference September 13-15 at the Omni Hotel in Charlotte, NC.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.