Java Chews are great-tasting coffee-flavored pouches developed to help smokeless tobacco users kick their habit.
Challenge: To create a consistent brand voice and look that would appeal to both smokeless tobacco users as well as consumers of coffee and sports drinks unfamiliar with the smokeless tobacco culture and lifestyle.
Solution: Building on a strong logo and tagline, we integrated coffee house-inspired graphic elements to clearly distinguish the brand from tobacco products. Burlap, coffee beans and steaming cups of joe populate the packaging, in-store displays and website.
Short videos created in a humorous, nonjudgmental style for social media will communicate the risks of using chewing tobacco and the benefits of switching to Java Chews.