Waking Up
a Classic

Folgers has been the best part of wakin’ up™️ for over 170 years, but as coffee styles and preferences continued to evolve, Folgers needed a refresh to maintain relevancy in an ever-changing category. With the goal to maintain preference with loyal consumers as well as invite new consumers into the brand, we identified that Folgers needed to proudly own its history, not as a heritage brand, but a brand with heritage.

Built from a proud positioning, we created a brand architecture and powerful packaging design system that successfully catered to the unique needs and consumption behaviors of coffee drinkers - from those looking for a tried-and-true pick-me-up to those looking for a flavor-forward coffee refresher. The result is a cohesive brand expression that intentionally flexes to meet the needs of a vast array of coffee lovers, while always staying proudly and unapologetically Folgers.