Bold, Brash & Daring.

How do you refresh the goliath that is Dare Iced Coffee? 

Challenge

A national brand that has a strong emotional connection with its consumers already, our brief was to modernise and evolve the Dare brand, strengthen its coffee credentials, discernment and visual cues all without losing its huge consumer following and enabling portfolio expansion for growth.

Solution

B! Brand preserved distinctiveness of the masterbrand and increased the bold Dare mark to own the bean shape and take centre stage with confidence beyond its birthright of iced coffee. On-pack, we created a clear brand and variant area with a dynamic angular divide and sophisticated colour hues in line with rich coffee tones. We layered in coffee language and energised graphics with uplifting cues to complete the narrative.

Using our brand building blocks we delivered a Dare connection even stronger than its coffee fix:

B Clear

The masterbrand has authority for impact at shelf, supported by a simplified packaging hierarchy for clarity and easy navigation across multiple variants in the portfolio.

B Relevant

Coffee credentials on pack dial into the core brand truth of real coffee for mental clarity, with a more premium, uplifted feel that speaks to a generation of coffee lovers.

B Consistent

We carefully evolved the distinctive brand assets to feel more contemporary and confident — ensuring recognition while signalling a new era of boldness and clarity.