DUNKIN’ SIGNATURE SERIES
MAKIN’ A MARK
Like the best coffee roasts, the success of brands doing something new while preserving their recognition is all about balance. Dunkin’ aimed to do exactly that and reached out to Kaleidoscope for a packaging and messaging strategy to support a new line of premium coffee roasts. Even though there are multiple offerings of premium coffee at shelf, Dunkin’ identified a whitespace opportunity to extend the brand’s fun, friendly and accessible tone-of-voice into this segment to disrupt what can be considered a confusing and intimidating category. Specifically, Kaleidoscope helped Dunkin’ encourage new consumers to explore the premium coffee line without losing current consumers, all while staying true to their approachable and consumer-friendly brand. Celebrating their Massachusetts roots that began in the 1950s, Dunkin’s line of hand-selected, premium coffee roasts were launched with a little help from our Design and Brand Strategy teams. With intuitive charts, approachable copy, and premium finishes, Dunkin’ Signature Series is a win for curious consumers and brand loyalists alike.