(Est. 1981, originally Green Mountain Coffee Roasters) “As a leader in specialty coffee, coffee makers, teas and other beverages, Keurig Green Mountain (Keurig) (NASDAQ: GMCR), is recognized for its award-winning beverages, innovative Keurig brewing technology, and socially responsible business practices. The Company has inspired consumer passion for its products by revolutionizing beverage preparation at home and in the workplace. Keurig supports local and global communities by investing in sustainably-grown coffee and by its active involvement in a variety of social and environmental projects. By helping consumers drink for themselves, we believe we can brew a better world.”
Prophet (New York, NY)
By spending time with Keurig advocates, we uncovered how inspiring the product has been for people by reinventing their ordinary routine. Building off of the characteristics of simplicity, consistency, convenience and personalization, we developed a positioning centered on how Keurig makes it easy to make the things that make your day. We designed a new brand identity inspired by the simplicity of the push of a button and the choice of pods offered by the Keurig system.
Images (opinion after)
This is a little confusing because there is three brands that sit in a kind of Venn diagram: there is Keurig, a manufacturer of coffee brewers for both home and commercial use; Keurig is part of Keurig Green Mountain, which makes the aforementioned brewers and is also a coffee roaster; and, finally, there is Green Mountain Coffee, the flagship brand of Keurig Green Mountain. Tomorrow we will be Noting the Green Mountain Coffee work and today we are focusing on Keurig Green Mountain. The previous logo has only been in use for a year; I remember it coming across my inbox and thinking it was okay, with its very abstract and modern "green mountain" (a sideways "K") along with some questionable typography. (That "G", blergh.) Someone at Keurig clearly didn't like the logo as the change came very soon. The new logo takes the cue from the "K" to make a much safer and corporate wordmark that looks rather handsome. The dots on the "K" are referenced as the pods used to make coffee but I also like that it could be interpreted as coffee dripping. The "Green Mountain" type is oddly different from Keurig but somehow it's not too jarring.