Value proposition
Café-grade cold brew, anywhere, clean ingredients, steady energy, and consistently great taste.

Audience & personality
Busy professionals and coffee enthusiasts who value quality and clarity. Personality: bold, modern, trustworthy, and unfussy.

Creative direction
Create a cohesive aluminum can system that reads instantly on shelf, in coolers, and on thumbnails. The design should feel confident and minimal with a single strong visual device (e.g., a band or block) that scales across flavors and strengths while keeping the master brand unmistakable.

Brand constraints (must-haves)

• Brand name “Daybreak Cold Brew.”
• Clear variant naming (Original, Oat Latte, Vanilla, Extra Bold) with a distinct differentiator per SKU.
• Front-of-pack callouts zone (e.g., 180 mg caffeine, unsweetened, nitro-infused).
• Nutrition Facts, ingredients, caffeine statement, volume, barcode, recycling/deposit marks, best-by/lot code zone, and standard warnings where required.
• System must work for direct-printed cans and pressure-sensitive wrap labels.

Deliverables & specs

Item	Details
Can formats	8 oz (237 ml) stubby; 12 oz (355 ml) sleek; 11 oz (325 ml) nitro
Dielines	Print-ready can art with seam/overlap, rim safety, and bleed; PSL wrap dielines with 3 mm bleed
Print files	CMYK + optional spot color; vector PDF/X-1a + layered source files
Variants	3 core SKUs + 1 seasonal; consistent system with clear variant differentiation
Multipacks	4-pack and 8-pack paperboard carriers; tray wrap for 12-pack
Barcodes	UPC/EAN on single cans and carriers with quiet zones maintained
Regulatory	Nutrition Facts, ingredients, distributor info, caffeine disclosure, recycling/deposit text
Digital	E-commerce hero (front/angled), PDP detail set, and social thumbnails
Mockups	Cooler door, hand-held can, shelf set, and 3D spin for each SKU

Production notes (cans & carriers)

• Can printing: Include white underprint to block aluminum; avoid hairlines < 0.4 pt and micro text < 5 pt. Keep critical text ≥3 mm from seam/overlap and ≥6 mm from rim/bead. Plan trapping for large solids to prevent tint banding.
• PSL labels: 3 mm bleed; specify film vs paper, wet-strength adhesive, and finish (matte/gloss/soft-touch).
• Carriers: FSC paperboard preferred; specify AQ/UV coatings; maintain barcode contrast and scannability.
• Operations: Reserve unobstructed zones for canning date/lot code and nitrogen widget indicators (if used).

Do / don’t

• Do prioritize instant brand read, clear variant hierarchy, and legibility on curved, wet surfaces.
• Do test color and contrast under cooler glass glare and fluorescent store lighting.
• Don’t overload the front with claims; limit to one primary and two secondary callouts.
• Don’t rely on photo textures or heavy gradients that can band on aluminum.

Success criteria

• Recognizable from 2–3 meters on shelf and compelling at thumbnail size.
• Consistent master brand with unmistakable variant differentiation.
• Flawless regulatory placement and scannable barcodes.
• Prints cleanly across direct can print and PSL without rework.

Tone of voice
Straightforward, confident, and craft-minded, informative without jargon; premium without pretense.