Secret Squirrel Cold Brew : When Design Meets Food

By Tsz on April 9, 2013


Gastrophoria is being able to design for food. Even better when it’s for a product I enjoy, such as Secret Squirrel Cold Brew.

Most people work to live and some live to work. For me, I’d rather live to eat and design. As a young(ish) graphic designer, I’m not at the stage where I can pick and choose projects so whenever an intriguing opportunity comes along—especially when it’s food related—I have to grab it!

Secret Squirrel is one of those projects. Delicious cold brewed coffee concentrate… what’s not to like? Secret Squirrel Beta had a hand drawn label—lovingly DIY, however, not very conducive to keeping up with production demands. So using the remedy bottle as a launching point, I created a look that was inspired by alchemy and snake oil elixirs of yesteryear, refined it and made it mass-production friendly. What do you think?


During the design process, I’ve experimented a lot with different ways of using the cold brew (in the name of research!)—mixing it with different ratios of water, milk, half-and-half, etc. You name it, and I’ve probably tried it.

My absolute favorite way is mixing up a quick affogato. All you need is a scoop of your favorite vanilla ice cream, add a shot the cold brew concentrate and stick a cute straw in it. Makes for a no fuss dessert, or breakfast (When in Rome…).

Since then, the label has gone through another design adaptation but the spirit of the art direction remains. Happy eating!



Comments (26)

Secret squirrel makes such awesome cold brew

Secret squirrel makes such awesome cold brew

Secret squirrel makes such awesome cold brew

Yep yep! I’ve got 2 bottles at home now, lol. May be good made into a red eye gravy over biscuits… Mmm.

Yep yep! I’ve got 2 bottles at home now, lol. May be good made into a red eye gravy over biscuits… Mmm.

Yep yep! I’ve got 2 bottles at home now, lol. May be good made into a red eye gravy over biscuits… Mmm.

Yep yep! I’ve got 2 bottles at home now, lol. May be good made into a red eye gravy over biscuits… Mmm.

Yep yep! I’ve got 2 bottles at home now, lol. May be good made into a red eye gravy over biscuits… Mmm.

Secret squirrel makes such awesome cold brew

Secret squirrel makes such awesome cold brew

Love the label design!

Love the label design!

Love the label design!

Thanks!

Love the label design!

Love the label design!

Love the label design!

Love the label! What kind of paper did you use – hard to tell if it matches the texture in the before and after shot. Did you do peel/stick labels or were they super mass produced?

Love the label! What kind of paper did you use – hard to tell if it matches the texture in the before and after shot. Did you do peel/stick labels or were they super mass produced?

Love the label! What kind of paper did you use – hard to tell if it matches the texture in the before and after shot. Did you do peel/stick labels or were they super mass produced?

Love the label! What kind of paper did you use – hard to tell if it matches the texture in the before and after shot. Did you do peel/stick labels or were they super mass produced?

Thanks! They hand apply peel and stick labels :)

what kind of paper did you use?

what kind of paper did you use?

what kind of paper did you use?

Love the label! What kind of paper did you use – hard to tell if it matches the texture in the before and after shot. Did you do peel/stick labels or were they super mass produced?

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