Identity — 2024 — Canned cold brew
Nightshift Coffee
Nightshift Coffee
A launch identity for coffee that works the late shift.
The brief
Another canned cold brew enters a category owned by two giants. Zero brand awareness, a fraction of the media budget, and a product that genuinely was stronger — twice the caffeine.
The move
We positioned Nightshift for the people awake when nobody's watching: nurses, coders, bakers, bouncers. Halftone-printed cans, a 3am-coded voice, and a launch film shot entirely between midnight and dawn.
The noise
The brand found its tribe before it found shelf space. DTC sold out three production runs in the first quarter.
Measured, or it didn't happen
3x
sell-out runs in Q1
62%
repeat purchase rate
190k
social following at launch +90 days
Next project
Forma Athletics