Love coffee. Trust your guts.
Brand identity and packaging for a plant-based iced coffee brand with a playful take on a familiar problem. Transparent packaging, unapologetic copy and surreal imagery give GUTS a character of its own.
Client
Guts
Role
Brand & product design
Timeline
5 weeks
Outcome
Full identity + product
Overview
GUTS is a plant-based iced coffee brand for people who love coffee, but whose stomachs have other plans. It takes a familiar tension and turns it into the foundation of a bold, playful identity, bringing humour to a conversation that can feel a little uncomfortable.
The brand combines transparent packaging, unapologetic copy and surreal campaign imagery to express that idea across its visual and verbal identity. Oat, almond and coconut form a three-part range held together by the same direct voice and unexpected approach to showing the product.
Concept & naming
GUTS puts the uncomfortable part of the coffee conversation front and centre. The name is short, memorable and open to interpretation: it speaks to both the body and the confidence to say things directly.
That double meaning shapes the brand’s personality. Rather than hiding the tension behind polite language, GUTS embraces it with humour and unapologetic copy. The concept gives packaging and campaigns a shared starting point, connecting the everyday desire for coffee with the unexpected ways our bodies can respond.
Visual system
Transparent packaging makes the product part of the visual identity. The graphic language works alongside that transparency, giving the range a recognisable presence without concealing what is inside.
Unapologetic copy adds a direct, playful voice, while surreal campaign imagery takes the familiar world of iced coffee somewhere unexpected. Across oat, almond and coconut, these elements form one cohesive system, balancing clear product communication with a distinctive sense of humour.
Coffee cravings. Other plans.