I created the brand PUNCH coffee targeted to create professionals. The idea is that people drink coffee in order to get that extra punch to get through the day (especially creative professionals). Punch can also be used in many different contexts, for example adding extra “punch” to a project – to make an impact. The blends include: Jab–Light, Hook–Medium, Love tap– decaf, Smack–espresso, Dark–Upper-cut. The tins are matte black, with white text, and are decorated with CMYK coloured leather sleeves with a hole punched out to reveal the blends name. I chose to use a leather sleeve because creative people are often hands and would appreciate a unique and textured package. I also chose the leather because it relates to leather boxing gloves, and each blend is named after a boxing related punch. I chose the colour scheme of CMYK because it is something that is very relatable to designers immediately. Those four colours together are very well known by this target audience and relate directly to their creative profession. In regards to my Logo I used a creative a series of hands creating the corresponding movement to their blend name. I did this because it made the brand much more interesting and created a more interesting and more collectable container.