Blending verbal and visual elements to create the right flavour
Mud Dock comprises both a bike shop and café. So when they wanted to launch an own-brand range of coffees, tea and muesli, the challenge was to give the items a cycling theme in an engaging and relevant fashion.
This was achived in a number of ways, starting with the product names. It extended through front-of-pack descriptions and, of course, the imagery. In each instance, the products were linked to a relevant aspect of cycling – such as aligning the espresso with performance cycling, the tea with commuting, and the muesli with tough rides in the mountains.