Black Poetry has partnered with independent brand design consultancy OPEN Strategy & Design to shape its positioning, packaging and visual identity as it enters India’s carbonated coffee category.
The collaboration spans brand positioning, packaging design, a visual identity system and a communication framework for the brand’s ready-to-drink coffee offering.
OPEN’s approach is anchored in the idea of ‘Coffee, Reimagined,’ with ‘beautiful vandalism’ as the creative philosophy driving the brand – using irreverence to break from the conventions typically associated with coffee and RTD beverages.
Packaging was treated as a core communication tool, with the can designed to stand out on retail shelves and introduce consumers to this new category.
Rahul Goel, Founder, Black Poetry, said working with OPEN felt like building more than a package design – it meant creating a brand that could hold its own in a category with no existing rules. He added that OPEN pushed the team to be bolder than they’d imagined, and that ‘beautiful vandalism’ captured the spirit they wanted Black Poetry to bring to the space, resulting in a brand world that feels distinctly theirs – unexpected, confident and hard to ignore on shelf.
Asparsh Sinha, Managing Partner, OPEN Strategy & Design, said emerging categories need their own visual language rather than borrowing from established ones, and that the can was approached as the brand’s most powerful media – its first chance to stop people and spark conversation.
