Livewell House Coffee

Illustration | Social Media | Branding

I created and designed a sub-brand for Maxwell House Coffee titled Livewell Coffee. Maxwell House is an American brand of coffee manufactured by a like-named division of Kraft Heinz. Introduced in 1892 by wholesale grocer Joel Owsley Cheek, it was named in honor of the Maxwell House Hotel in Nashville, Tennessee, which was its first major customer.

Client: Maxwell House

Note: Hypothetical, for class.

The aim of this brand was to be more eco-friendly and high-end, reaching a completely different demographic than what Maxwell House Traditionally does while maintaining some brand equity. This packaging uses the same blue of Maxwell House coupled with a pattern of the plant the coffee beans originate from to elevate the packaging as well as make it more inviting as the demographic is a much younger audience than what the typical Maxwell House demographic would be. In addition, ads for Instagram and Pinterest were also created to reach the target demographic.