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Overview
All Grounds is a specialty ready-to-drink (RTD) cold brew coffee brand for people who love unique flavors and exceptional quality. With single-origin beans sourced from carefully selected farms around the world, including Tanzania, Hawaii, and Sumatra, All Grounds delivers an experience that’s as rich in flavor as it is in the story.
In an oversaturated coffee market dominated by popular yet mass-produced options, All Grounds needed to establish itself as a premium and distinguished choice. The key challenges were:
Positioning the brand effectively in a crowded market by highlighting its unique attributes—single-origin sourcing, creating a narrative around cultural storytelling, and showcasing artisanal craftsmanship.
Creating a memorable identity, from naming, company foundation, and personality to design, that reflects the brand’s premium quality and cultural focus.
Designing standout packaging that wins on retail shelves, attracts a sophisticated audience, and communicates the brand’s story and values effectively.
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Research and Analysis
To position All Grounds effectively, Rezon Studio conducted a comprehensive analysis of cold-brew segment competitors, examining their brand strategies, positioning, pricing, and personality to identify gaps and opportunities in the market.
This analysis allowed the team to define a clear target audience for All Grounds and develop detailed user personas. These insights shaped the brand's messaging, design, and product strategy, ensuring it resonated with its audience and stood out in a competitive market.
Gaps were identified, and many valuable insights were drawn from the analysis, but the most crucial ones were:
Direct Competitors: Very few brands dominate the premium cold brew RTD space but lack a strong emphasis on the cultural part.
Gap Identified: While many competitors focus on flavor and sourcing, there is limited emphasis on the global cultural narratives behind coffee origins.
This presented a unique opportunity for All Grounds to differentiate itself by positioning the brand as one that celebrates cultural richness alongside its commitment to quality and sustainability.
What we did:
Competitor Analysis, Target Audience Identification, User Personas, Mapping User Needs
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Brand Naming
The name All Grounds was meticulously crafted to reflect the brand's mission to celebrate global coffee origins.
"All" signifies inclusivity and connection,
while "Grounds" refers to both the worldwide farms where the coffee is sourced and a nod to the coffee grounds used in the brewing process.
Together, the name embodies unity, exploration, and alignment with the brand’s focus on cultural storytelling and quality.
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Brand Strategy
The strategy behind All Grounds is to offer premium, ethically sourced, single-origin cold brew coffees that connect consumers to diverse cultures through storytelling, exceptional craftsmanship, and a commitment to sustainability.
Developed through research, insights, and creative development, the strategy began with a deep dive into understanding the target audience, market trends, and the unique positioning needed to stand out in the premium ready-to-drink coffee market.
What we did:
Purpose, Mission, Vision Statements, Internal and External Values, Brand differentiators, Value Propositions, USP, Positioning Statements, Archetype/Personality, Voice and tone guidelines, Key Messages, Brand Narrative - Story and Pitch
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Brand Identity
All Grounds’ brand identity reflects its cultural exploration, premium quality, and artisanal craftsmanship.
The process began with a visual audit and competitor analysis to understand industry trends and create a visual positioning for All Grounds. Using Color DTO™ Wheel, selecting a distinct color scheme to ensure immediate recognition on shelves in a crowded marketplace.
Multiple mood boards and visual directions were explored, testing concepts to capture the brand’s essence: a sophisticated yet approachable identity that celebrates global cultures and artisanal craftsmanship.
The result is a modern, elegant visual identity with a handcrafted touch. Clean, premium typography pairs with custom hand-drawn patterns and a color palette inspired by the diverse regions and cultures where the coffee is sourced. The packaging design further emphasizes the brand’s cultural storytelling.
What we did:
Competitors’ Visual Audit, Mood Boards, Logo System, Typography System, Color System, Patterns System
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Packaging Design
To differentiate All Grounds on shelves and uphold its artisanal and premium brand appeal, we implemented multiple layers of thoughtful design decisions to create a memorable and unique experience:
Bottle Design
• A tinted glass bottle with a distinctive shape was chosen to stand out from the common cans and plastic cold brews in the market.
• The bottle’s premium look and feel reinforce the brand’s quality and sustainability values.
Label Design
• Each bottle prominently displays the logo and product name, ensuring new consumers can immediately understand the product.
• The label features an illustration of a man standing on the ground with the origin of the beans and flavor notes and cultural patterns around him, symbolizing the audience’s journey of exploring diverse cultures and coffees.
• Parallel sides of the label include information about the coffee beans, their origin, and the brewing process.
Intricate Details and Storytelling
Hand-drawn patterns inspired by traditional elements of each coffee origin (e.g., Tanzania, Sumatra, Hawaii) are integrated into the label design, reflecting the cultural richness of the beans’ sources.
The glossy, reflective surface map behind the product name highlights the bean’s origin country on each bottle, adding a touch of sophistication.
A block on the back, styled to resemble a handwritten label, evokes the craftsmanship behind each batch.
Back labels include tasting notes, the bean’s specialty, and the brewing process, helping educate consumers and deepen their connection with the coffee’s journey.
Embossed marks on the front, and back of the bottle, as well as on the cap, enhance the tactile experience and strengthen the brand’s premium identity.
Man on the ground exploring different regions made of handrawns patterns represents the audience's journey of coffee and culture.
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Embossed marks on the front, back, and bottle cap
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Reflective map of the bean’s origin placed behind the product name.
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Coffee origin details styled as a handwritten note on the back.
