Death Before Decaf

Brand Creation & Development
an image of black capital letters on a pink background

Escape the ordinary.”

After the successful brand creation for Warrior Coffee, the specialty coffee company, we knew that it was time to shake up the coffee culture once again. After studying the market, our team discovered a demand for a new coffee brand with a distinctive visual identity and tone of voice. We came up with a vibrant brand concept that would offer great quality on an affordable price.

We had seen the great and humble work of Riku Uski and his crew with Warrior Coffee and wanted to introduce him an opportunity to challenge the outdated Finnish coffee culture and its norms with a new brand – Death Before Decaf, the black nectar of gods.

With the arrogant yet down-to-earth DBD brand identity, we wanted to truly wake up the coffee consumers out of the slumber of ordinary coffee experiences.

We created an edgy, unapologetic brand personality that shamelessly provokes its audience. The bluntly humoristic tonality, playful typography, renegade brand imagery and the descriptive name stand out from the mass of traditional coffee brands.

We reflected the identity across brand photography, package design, copywriting, as well as logo design and marketing assets.

Death Before Decaf found its fans and audience immediately – and the rest is history. After its launch at Helsinki Coffee Festival 2016, the brand gained wide public attention and was met with great reviews.

The brand had an instant wow-effect on the industry. In four months after the launch, Death Before Decaf was considered as one of the go-to options, and a challenger for the most celebrated small roasteries.

We are continuing to evolve the brand and the product family with numerous endeavors together with our friends at Warrior Coffee.