Reintroduce of an existing product with a fresh new look-and-feel to new / loyal customers of the company.
With the re-launch of their darkest-roasted coffee yet, my personal twist on Dunkin Midnight showcases the product as a solar-eclipse of overwhelming rich flavors and powerful enough to overcast their own lighter options.
Note: The original files have since been unfortunately lost. The following pitch is a recent and improved re-creation. Most of these assets are not original, published works.
After the official launch of Dunkin Midnight in the winter of 2022, review articles began to flood the internet with leaning opinions. While most featured product shots and the finalized campaign, the Dunkin News and PennLive Patriot News featured two of my original concept designs I presented to the ARC Worldwide team during my time as an intern.
Actually made during my time at ARC, the blue-hued moonlight deepens the contrast of the gradient headlines
A complimentary commercial is available to viewed online (link coming soon).
Taking inspiration from the original concepts, the expanded OOHs and prints have been enhanced with an emissive refresh with flares, smokes and dramatic effects - showcasing the black coffee in an even moodier, delicious purple solar eclipse.
Art Direction, Copy: Sarah-Marie Sosa & ARC Worldwide
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