Fastest and freshest coffee that kitchens had never seen.

PARACHUTE COFFEE

Parachute Coffee is an online subscription service that ships coffee to people's doors faster than anyone else. The goal we succeeded in was to get freshly roasted coffee to the customer's kitchen conveniently and on their schedule and become Canada's #1 coffee subscription which we accomplished before the company was acquired in 2021.
ParachuteCoffee_Homepage_V2_jvb

CASE STUDY // 2019 - 2021

Parachute Coffee Co. Brand 3.0

Role

Creative Lead + Product Designer
CO-FOUNDER

Services

Logo Design, Design Strategy, Design System, UX/UI, User-Flows, Product Design, Website Design, Photography, Illustration, Copywriting, Art Direction.

Tools

FigmaLogo
IllustratorLogo
PhotoshopLogo
LightroomLogo
PremiereLogo
ParachuteCoffee_CoverImage_JVB_full

Approach

I used the Double Diamond Design Process, mapped out by the Design Council while slightly adapting it to capture some valuable elements of The Design Sprint Kit by Google, specifically 'empathize' and 'reflect.' This keeps a very human-centred approach to the design process while allowing for a breath to take big-picture glances.

πŸ”

Discover

β€’ Deep Dive
β€’ Research
β€’ Insights

❀️

Empathize

β€’ Understand Users
β€’ Brainstorm
β€’ Gather Feedback

✏️

Define

β€’ Problem 
β€’ Insights to Ideas
β€’ Create Vision

πŸ’‘

Develop

β€’ Ideas to Reality
β€’ Execute
β€’ Test

🏁

Deliver

β€’ Implement
β€’ Ship / Print
β€’ Finalize / Iterate

πŸ’¬

Reflect

β€’ Review
β€’ Learn
β€’ Improve

All ideas are challenged against the Leo Burnett HumanKind Scale.

πŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” DiscoverπŸ” Discover

πŸ” A high-risk opportunity to rebrand coffee

People have strong opinions
when it comes to their coffee

The last thing you want to do is get someone's coffee order wrong.
That's why when it came to a drastic new overhaul to the entire Parachute Coffee brand we needed to do extensive research at every avenue.

JVBstudio_ParachuteCoffee-Timeline2x

Comprehensive Brand Analysis:
Audited Over 30 Competitor Websites and Packaging Designs
β€”

In-depth research, documented with detailed files for each business,
comparing demographic, branding, UX, user flow, and packaging.

Company-Background
The-Design-Opportunity2
Project-Goals2
❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize❀️ Empathize

❀️ Understanding sacred habits

A rare study opportunity

When we began researching we discovered there was extensive information about commercial coffee trends and a stark absence of at-home coffee habits. We reworked our scope to include time to produce this in-depth research ourselves.

COMPREHENSIVE-RESEARCH-PROCESS
LEARNINGS_PC_JVBSTUDIO
✏️ Define✏️ Define✏️ Define✏️ Define✏️ Define✏️ Define✏️ Define✏️ Define✏️ Define✏️ Define

✏️ Freshly brewed insights

We're gunna need a bigger budget...

After an overwhelming response to our survey and research, it was
re-inforced that there was a deep desire for 'quality' when it comes
to the 
full user experience, not just when it comes to the customer's cup.
The biggest challenge was now staying within budget.

COMMUNICATION-INSIGHTS-3x-1
LANDSCAPE-TREND-2x
THE-VISION
πŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ DevelopπŸ’‘ Develop

πŸ’‘Packing the Parachute

Making every element perfectly
set up for a flawless deployment

Our development phase involved creating and testing multiple website designs, including Shopify and custom builds, with a versatile design system for consistency. Building in tandem, illustrations, photography, multiple websites, and coffee bag packaging. This process underscored the value of rigorous communication between cross-functional teams.

TYPOGRAPHY
LOGO
COLOR-RGB
COLOR-CMYK
COFFEE-BAG-PROTOTYPING
COFFEE-BAG-TESTING
COFFEE-BAG-EXPANSION
COFFEE-BAG-DESIGN-ITERATIONS
DEV-STRAT
Design-Evolution
DESIGN-SYSTEM-DEV
THE-WINNING-DESIGN
🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver🏁 Deliver
BRANDINGJVBstudio_coverimages_border
PACKAGE-DESIGNJVBstudio_coverimages_base
WEBSITEJVBstudio_coverimages_base
πŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ ReflectπŸ’¬ Reflect
REFLECT