Drink with the Devil
Project Scope
Art Direction
Brand Repositioning
Brand Voice
Packaging Design
Brand Design
Photography
Chuck Wallace
JJ Jordan
Aphiwat Chuangchoem
Aleksandar Pasaric
C. F. Blanke Tea & Coffee Company was founded by Cyrus F. Blanke and operated in St. Louis from 1889 until before World War I. The brand famously used an enigmatic devil character from the 1800s German play Faust. In the play, the devil tempts the main character, Faust, with unlimited knowledge and worldly pleasures. In Blanke’s Faust Blend Coffee advertising, the devil symbolizes the temptation of their savory, superior, and rich coffee.
We repositioned Faust as a brand now served and sold in upscale hotels and restaurants—coffee that embraces dark roasts and bold flavors. The brand evokes sinful decadence, both tempting and luxurious in its packaging and messaging.
IN THE MOOD FOR SOME DARKNESS
The challenge in this rebrand was to maintain the mood of the original campaign and its connection to the Faust story while removing the devil's imagery to avoid clichés and updating the design to appeal to a broader luxury market.
THE VOICE FROM HELL
The devil character was reimagined as the narrator—an invisible voice tempting us to indulge in the delicious coffee. He is present in client-facing campaigns with slogans like "Drink with the Devil," "I Am Your Dark Roast Master," and "Come Up for a Nightcap, Stay for the Midnight Mass." These campaigns are both cheeky and a bit forbidden, invoking the occult and daring us to cross over for a more unsavory adventure, feeding our imaginations.
The Vintage
Style
The design masterfully blends antique flourishes and typography with vintage tattoo art, creating a rebellious brand that bridges the past with the present. This fusion honors tradition while resonating with contemporary tastes, making it both timeless and relevant.
