FOLGERS NOIR

BRANDING A BOLD NEW BREW

Looking to uncover the future of Folgers in the ground coffee segment and define the mix of mainstream and premium coffee offerings for their brand, Folgers entrusted Kaleidoscope to push the visual aesthetic of a modern new line of products for darker roast lovers. Combining strategy, packaging design and realization, Kaleidoscope worked to leverage the Folgers equity of their iconic mountains in a way that brought the product into a whole new light. Creating a darker cannister to go alongside a darker roast, Folgers Noir is now standing out on its own shelf without alienating consumers from the heritage of the original brand. Having recently launched in stores, Folgers Noir fits right in as being the best part of waking up.