Ashley Devereux 

540-664-1952

Chock full O'Nuts

Created a campaign that celebrates simple, strong coffee of New York City.

Situation:

Chock full o’Nuts was once the coffee of New York City, but over the years as coffee culture has evolved, the way people consume coffee has drastically changed. In the era of third and fourth wave coffee, Chock full o’Nuts has gone unchanged.

Cultural Truth:

People all around the world dream of living in New York City and achieving the ‘Empire State of Mind.’ That mindset is about having a sense of pride from being able to push through whatever difficulties the city throws your way.

Consumer Truth:

The people who live that lifestyle aren’t looking for a fancy cup of coffee or a matcha latte, they want something strong and inexpensive to get them through the big city hustle.

Brand Truth:

Not only is Chock full o’Nuts deeply rooted in NYC culture, but their coffee is simple and strong.

Opportunity:

 

Chock full o’Nuts can lean into what makes them unique: no frill coffee and New York City.

Strategy:

Strong coffee for strong-willed people. 

Branding Refresh:

Original logo 

Original packaging 

Updated logo

Updated packaging

Creative Campaign

Print Ads

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