[vc_row full_width="stretch_row" content_placement="middle" css=".vc_custom_1498770794877{padding-top: 50px !important;padding-bottom: 50px !important;background: #ffffff url(https://hollyyounce.com/wp-content/uploads/2015/03/rush-banner.png?id=4382) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: cover !important;}"][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="6/12"][vc_empty_space height="125px"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][/vc_row][vc_row][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="6/12"][vc_empty_space height="50px"][vc_custom_heading text="RUSH Coffee" font_container="tag:h1|text_align:center" google_fonts="font_family:Playfair%20Display%3Aregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:700%20bold%20regular%3A700%3Anormal"][lab_divider type="plain" plain_style="thin" plain_width="80" css=".vc_custom_1492417992013{padding-top: 25px !important;}"][vc_custom_heading text="Hot-Coffee-In-A-Can-To-Go" font_container="tag:h3|text_align:center" google_fonts="font_family:Karla%3Aregular%2Citalic%2C700%2C700italic|font_style:400%20regular%3A400%3Anormal"][vc_empty_space height="50px"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][vc_column width="1/12"][/vc_column][/vc_row][vc_row][vc_column width="1/6"][/vc_column][vc_column width="2/3"][vc_column_text]

Canned cold brew is increasingly popular and convenient, but where’s the hot canned coffee?

To capitalize on this trend, we created RUSH, hot coffee in a can for the chronically late. Nobody wants to be the person showing up late with Starbucks in hand. To successfully launch RUSH in an oversaturated coffee market, every aspect of the brand is designed to be ultra quick and convenient.

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Concept:

No one has time to spare.

[/vc_column_text][vc_single_image image="4386" img_size="full" alignment="center"][/vc_column][vc_column width="1/6"][/vc_column][/vc_row][vc_row][vc_column width="1/2"][vc_single_image image="4389" img_size="full" alignment="center"][vc_column_text]The branding is simple and bold, with colors corresponding to the canned flavors: Black Coffee, Sweetened Coffee, and Green Tea.[/vc_column_text][/vc_column][vc_column width="1/2"][vc_single_image image="4390" img_size="full" alignment="center"][vc_column_text]To keep the hot contents inside, the cans have a click to open/close feature that minimizes spills while commuting.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height="25px"][vc_column_text]

Vending Machines

To get RUSH in our target’s hands as fast as possible, we innovated new ways to reach to distribute the heated cans. Vending machines using fast pay technology will be placed in subway stations, offices, and schools. The payment function, drink preference, and payment balance are all stored in the RUSH app.

[/vc_column_text][vc_row_inner content_placement="middle"][vc_column_inner width="2/3"][vc_single_image image="4395" img_size="large" add_caption="yes" alignment="center"][/vc_column_inner][vc_column_inner width="1/3"][vc_single_image image="4396" img_size="large" alignment="center"][/vc_column_inner][/vc_row_inner][vc_column_text]Speed tracking signs will be placed in pathways leading to the vending machines, showing commuters how fast they're walking. As they move closer to the machine, the speed tracker will trigger a wall ad, prompting them to grab some coffee.[/vc_column_text][vc_row_inner][vc_column_inner width="1/2"][vc_single_image image="4393" img_size="large" alignment="center"][/vc_column_inner][vc_column_inner width="1/2"][vc_single_image image="4392" img_size="large" alignment="center"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row][vc_column width="1/2"][vc_single_image image="4391" img_size="large" add_caption="yes" alignment="center"][/vc_column][vc_column width="1/2"][vc_single_image image="4394" img_size="large" add_caption="yes" alignment="center"][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space height="25px"][vc_column_text]

Home Heater

The Home Heater operates as a “hot fridge” to keep cans of RUSH ready at home. It’s designed taller and narrower to take up less area in the fight for counter space.

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Social

Our target spends a LOT of time in the mornings checking Facebook. The Facebook ads will push users to download the RUSH app.

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RUSH App

The RUSH app functions as a quick pay tool and ordering device. Save flavor preferences, maintain a balance, and find vending machines near you.

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RUSH drinkers can also use Amazon Dash buttons to restock when they’re running low on cans at home.

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TEAM:

Eric Anderson (Strategist)
Colleen Hiegel (Creative Brand Manager)
Mike Cardamone (Copywriter)
Limah Taeb (Experience Designer)
Shak Oteka (Experience Designer)
Holly Younce (Art Director)
Jasmine McCrae (Art Director)

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