The Approach

First, we set out to meet the people fueling cold brew’s explosive growth and shared a beverage with over 100 coffee drinkers across the country. Our research helped us identify four key segments and better understand their individual priorities, leading us to a simple, elevated design approach that embraces Cuvée’s Austin roots, unpretentious personality and bold spirit. We leveraged those learnings to also engage unmet cold brew drinkers, inspiring Cuvée’s Nitro Horchata and Hemp Oil Cold Brew offerings.