Dunkin Donuts Packaging Redesign

The Problem:

Dunkin Donuts K-cup packaging feels outdated and is not attracting the college-age market. I wanted to create new branding that would be able to compete with other coffee chains (Starbucks and Caribou) while also maintaining Dunkin’s unique, playful, and energizing overall brand.

The Solution:

I began working through this design problem by first conducting research about the current Dunkin Branding and the company as a whole. I was able to determine their strengths and weaknesses within the packaging design as well as their current position within the market against other competitors. Their strengths included the bright colors choices that fit well with their branding but their design felt outdated and not up to par with its competitors in visual appeal. From there I developed mood boards centered around three words that I felt embodied the brand; Playful, energized, and loyal. From there I developed some initial design ideas playing with pattern texture and a paired down neutral color palette which inspired my final packaging design. I produced three versions of the design to represent light medium and dark roast K-cup blends creating a more elevated and yet still playful design for Dunkin Donuts K-cup packaging.