Death by Decaf
Death by Decaf is a specialty decaf coffee company that reimagines the decaf category with bold personality and unapologetic style. In a market where decaf is often treated as an afterthought, Death by Decaf stands out by embracing the unexpected—leaning into night symbolism, vintage apothecary aesthetics, and rich illustrative storytelling to create a brand that feels dark, intriguing, and unforgettable.
The brand challenges long-held perceptions of decaf, positioning itself not as a compromise, but as a distinct and compelling choice for coffee lovers. Every visual and narrative element was crafted to disrupt the category, transforming decaf from quiet and overlooked into something confident, mysterious, and culturally resonant.
Design Approach
The design approach centered on breaking category conventions to build a decaf brand with real attitude and distinct visual presence. Drawing inspiration from nighttime symbolism, moody illustration, and vintage apothecary design, the goal was to create a world that felt dark, layered, and unmistakably bold.
Rather than relying on minimalist tropes common in specialty coffee, Death by Decaf leaned into rich textures, dramatic compositions, and narrative-driven visuals to create a strong emotional pull. Every touchpoint—from packaging to copywriting to digital storytelling—was intentionally designed to subvert expectations and bring a sense of theatricality and personality to a typically understated corner of the coffee industry.
Design Objectives
The design objectives focused on developing a cohesive and flexible brand identity that balanced mystique, style, and clarity while carving out a bold new space in the coffee landscape:
Disrupt Category Norms
Establish a visual language that sets Death by Decaf apart from traditional decaf brands, using bold storytelling and atmospheric design to redefine perceptions.
Create Shelf and Digital Impact
Design packaging that commands attention both in physical retail environments and online, ensuring strong brand recognition and immediate intrigue.
Build a Scalable System
Develop a flexible design system capable of supporting future product launches, seasonal editions, and brand collaborations while maintaining a consistent identity.
Invite Reappraisal Through Storytelling
Craft a narrative and visual identity that encourages customers to rethink what decaf can be—transforming it from a quiet alternative into a statement choice for coffee enthusiasts and curious newcomers alike.
Balance Drama with Clarity
While leaning into mystique and bold aesthetics, ensure the brand remains approachable and navigable, allowing the personality to shine without sacrificing usability.
