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CHEMEX®, the manual coffeemaker recognized the world over for delivering the purest, most flavorful cup of coffee, was looking to freshen its own cup, so to speak, with a brand as timeless as its iconic carafe’s design. Known among coffee aficionados since the 1940s for its form and function, CHEMEX has been featured in classic films such as the 1963 James Bond film, From Russia with Love, up to a more recent 2010 Steve Antin film, Burlesque, featuring the iconic goddess of pop herself, Cher.
Selected for the task, LSHD combined forces with AM Lithography and Silver Photography to create a brand that mirrored the modern elegance of the brewer itself, while ensuring it would appeal to a global marketplace and attract new customers. The brand strategy, “It’s the best cup you ever had, every time you have it.” Resonates with both the CHEMEX faithful and potential new customers, as it identifies what CHEMEX users already know and what every coffee lover should experience. The rich photography and enticing color palette are immaculately presented in printed materials, ensuring consumers are engage on an emotional, experiential level.
Debuting at major retailers this holiday season, the newly re-designed brand logo and packaging are featured on the shelves of a wide variety of retailers, including Crate and Barrel and Williams-Sonoma. “We wanted to rejuvenate and refresh the look of CHEMEX to stand true as a relevant product today, but we also had to make sure that we carried on and respected the legacy that has endured for over 70 years,” said Eliza Grassy, Vice President, CHEMEX Corp. “That was no easy task, but LSHD brought back the results that we wanted. Our customers both domestically and internationally are genuinely blown away with our newly designed packaging.”
To learn more about the CHEMEX rebranding and packaging initiative, or other successful campaigns LSHD has developed for our clients, please contact us.