Mr Black Coffee Liqueur

Agency: Co Partnership
Creative Director: Zoe Green
Art Director: Max Harkness
Illustrators: Young Jerks
Project Type: Produced, Commercial Work
Client: Mr Black Spirits Pty Ltd
Location: Sydney, Australia
Packaging Contents: Liqueur
Packaging Substrate / Materials: Glass bottle

Mr Black coffee liqueur, also known as “cold drip coffee perfection” has a broad following from its home of Australia to the UK, with plans to launch in USA next year.

With a growing consumer base the brand had outgrown its fashionable label and needed to strengthen its positioning, and inject purpose to engage new consumers and set it up for growth.

Mr Black coffee liqueur, also known as “cold drip coffee perfection” has a broad following from its home of Australia to the UK, with plans to launch in USA next year. With a growing consumer base the brand had outgrown its fashionable label and needed to strengthen its positioning, and inject purpose to engage new consumers and set it up for growth.

Co Partnership were tasked to build more meaning into the brand, starting first with the primary pack, building a suite of equities that not only work hard on pack but also in brand activation and digital platforms. We did this by investigating what values were at the heart of Mr Black to attain the truth to build our story around. We discovered a love and reverence of real coffee, a daily ritual ingrained in modern Australian culture.

With just enough mystery to be part alchemy, part magic, we developed the brand positioning of ‘Spiritual Awakening’ which inspired the design of the coffee bean eye logo. Working with NYC illustrators ‘Young Jerks’, we brought the positioning to life with mystical process icons and a new back label revel.

Together we established an iconic brand for Mr Black that ensures it has ongoing relevance for its consumer and dominates the market for years to come.