New Logo and Packaging for Mr. Coffee by Blacktop Creative

Introduced in 1972, Mr. Coffee was the first domestic automatic-drip coffee brewing machine in the market, replacing the percolator, the previous accepted mode of making coffee at home. Being first to market and then having the New York Yankees’ Joe Dimaggio as a spokesperson the year after launch helped cement the product as a staple of home appliances. Owned by Sunbeam Corporation since 1998, Mr. Coffee now comes in a variety of models and complexions for the growing and more demanding home brewer. Earlier this year, Mr. Coffee introduced a new identity designed by Kansas City, MO-based Blacktop Creative. The iconic home coffee maker company had not made any significant brand moves in over 40 years and were looking for change. Their buying audience was aging and they wanted to appe