In 2024, Moccamaster USA launched its first-ever Color of the Year: Apricot. This product release coincided with the Inspired Home Show and the SCA Expo, aligning closely with Pantone’s announcement of their CotY, “Peach Fuzz.” We needed to introduce a new color in a way that stood out from previous launches while maintaining brand consistency. It also needed to capitalize on the unexpected alignment with Pantone’s CotY without feeling opportunistic.
I developed a distinct visual identity for the Apricot campaign using a combination of Lust Display and Script fonts paired with our brand’s Proxima Nova. The messaging evoked warmth and morning sunshine, embodying the fresh energy of spring. The campaign spanned e-commerce, organic social, email, digital ads, and PR, ensuring consistency across all platforms.
The Apricot brewer was selected to be part of Pantone’s exclusive Color Exhibit at the Inspired Home Show; boosting visibility and validating the product’s visual appeal. The campaign’s cohesive execution helped Apricot stand out as a thoughtful and strategic addition to the Moccamaster lineup.
We partnered with ONYX Coffee Lab for the Apricot launch, coinciding with the release of their new Geometry blend– packaged in a box that closely matched our Apricot brewer. We announced the collaboration through coordinated email and social media campaigns.
Credits:
Photography: Jeffery Tan
Design: Kelsey Hinesley
Photography: Jeffery Tan
Design: Kelsey Hinesley