Wakey Wakey

Packaging

Branding

Challenge

Most coffee brands lean toward a serious, premium, and standardized identity often portraying coffee as a luxury ritual rather than a joyful one. With Wakey Wakey, our challenge was to break that mold and reimagine coffee as something fun and energetic.

We wanted to capture the feeling of that first sip in the morning the instant boost that wakes you up and sets the tone for your day. The challenge, therefore, was simple yet bold: how do we make coffee fun? How do we create a brand that people associate not just with caffeine, but with happiness, energy, and a bright start to the day?

Approach

We began by crafting a playful identity that immediately captures the spirit of waking up happy. The logo features a lively character a humanized alarm clock symbolizing the burst of energy that coffee brings. To extend the fun, we introduced supporting characters like a cheerful coffee jug, building a world of engaging brand assets through expressive illustrations and sticker-like elements.

While the brand language is lively, we balanced it with minimal, clean packaging to maintain clarity and shelf appeal. The result is a simple yet vibrant identity one that makes you smile the moment you see it. From coffee cups to takeaway sleeves, Wakey Wakey embodies the joy and positivity of starting your day with a cup of coffee that’s full of character.

Engagement

Growth

Client

Wakey Wakey