Snooze: Craveable Convenience Campaign
This campaign promotes Snooze’s commitment to adapt to its customers’ various lifestyles, offering more accessible ways for customers to enjoy Snooze products through expanding into grocery stores, motion advertisements, and branded takeaway products. I was responsible for creating a new set of patterns to be featured on reusable ceramic mugs and a line of purchasable coffee products.
During the initial phases of the project, my team and I created high-fidelity concept sketches of possible packaging in Procreate. I wanted to highlight the iconic atom graphic in Snooze’s asset package and pay homage to their 1950s diner brand aesthetic. My original idea was to create a line of coffee cans to be sold on location and within local grocery stores. This idea later changed to kraft paper coffee bags to work within Snooze’s sustainability ethos.
Using existing artifacts from Snooze’s brand folder, we created a brand identity system to use for this campaign. This system helped us create a cohesive identity across our individual touchpoints.
For the Craveable Convenience campaign, I created four Modernist-inspired patterns for a series of ceramic cups. Hounds Tooth, Television, Atomic Quilt, and Bloom each draw on mid-century design language from geometric grids to abstracted organic forms. These new graphics stay true to the campaign's designated color palette by using the full color spectrum to highlight Snooze’s brand personality. Screen-printed in a soft matte finish on natural ceramic, the patterns add a tactile, collectible quality to the brand experience.
For the Craveable Convenience campaign, I developed a new line of coffee products featuring three distinct labels for variations of Snooze’s signature roast. Each label is color-coded according to the product type, using a consistent palette. In Adobe Illustrator, I designed a Modernist-inspired coffee bean graphic, which I applied across all labels to ensure visual cohesion. To help customers quickly distinguish the product formats, I varied the orientation of the bean pattern, signaling whether it was a pod or loose bean, and if the bean was whole or ground.
Working alongside a multidisciplinary team, I contributed to a deep-dive brand audit of Snooze, A.M. Eatery. We evaluated their visual language, competitive landscape, and customer experience across physical and digital touchpoints. The audit revealed key opportunities for Snooze to leverage their loved brand in stores and to meet customers halfway in their busy, day-to-day lives. We worked to stay true to the brand expression while amplifying the playful, retro-inspired energy that defines the Snooze experience.
Throughout the Craveable Convenience campaign, I leveraged Adobe Illustrator to develop the Modernist-inspired patterns and label systems, from initial vector sketches to final print-ready artwork. In Photoshop, I created realistic mockups to test how the designs would appear on ceramic cups, kraft paper packaging, and retail displays. This integrated approach ensured that every touchpoint worked harmoniously as a cohesive brand experience. The result is a product line that feels both thoughtfully crafted and instantly recognizable, ready to connect with customers in their everyday routines.
This project was prepared as part of CU Denver’s FINE 4400 Design Studio III curriculum in the spring of 2025.