Tasked by the JM Smucker Company to architect the future of Folgers in the ground coffee segment, the Kaleidoscope design team developed Folgers Noir, a strategic dark roast line designed to bridge the gap between mainstream accessibility and premium market positioning.

While preserving the foundational equity of the trademark Folgers logo and mountainscape, I led the creative exploration to deliver a modern, sophisticated interpretation. By integrating matte black packaging with subtle, premium color versioning, the design broke category conventions to achieve maximum shelf impact. This project demanded a sophisticated blend of design strategy and production expertise; by leveraging advanced printing techniques such as matte finishes and metallics, I successfully balanced high-end aesthetic vision with strict cost targets and manufacturing efficiencies.

Folgers Noir highlights my ability to direct complex packaging innovations that respect legacy brand equity while pushing a portfolio into exciting new market territory.

The contents of these projects are entirely conceptual in nature, and do not represent actual packaging concepts. My participation in these projects was as a graphic designer, and not as an employee or contractor of JM Smuckers. The contents of this project may not be copied or distributed for any reason.