Indie Beans

BRAND positioninG & IDENTITY, PACKAGE design, Print + DIGITAL ADVERTISING, product development, sales collateral


Develop a single serve espresso brand that expands the category beyond Nespresso’s luxury positioning, to connect with a growing base of Millennial espresso drinkers.


Espresso is more than a drink, it’s fuel for self-expression. 


Introduce Indie Beans – a range of handcrafted espressos with a DIY ethos, independent spirit and rock & roll attitude that’s unlike anything else in the Nespresso category.

Everything about this brand - from the logo and copy to package design and product names – was infused with an edge that engages with our target audience.

Indie Beans taps into our target’s love of caffeine and free expression, and invites drinkers to brew some, drink some, and go forth to fully pursue their passions.