The Brief

SLÜRRY wasn’t trying to compete in the overcrowded “premium coffee” space. The ambition was sharper: make coffee feel slower, more human, and culturally relevant in a world obsessed with speed.

This wasn’t about louder colours, shinier cans, or louder claims. It was about designing pause.

The challenge was clear: how do you build an eCommerce-first coffee brand that delivers energy, without glorifying hustle?

The Insight

Most ready-to-drink coffee brands sell productivity. SLÜRRY wanted to sell permission.

Permission to slow down. Permission to sit, think, observe, and still get a caffeine fix.

That tension energy vs calm became the creative core of the project. Instead of asking, “How can this look premium?” a better question emerged:

What does a moment look like when it’s frozen?

The Idea

SLÜRRY was designed as a brand that lives between moments.

Not the rush. Not the grind. The pause in between.

The concept took shape through illustrated stillness quiet, observational scenes printed on bold, unapologetic packaging. Everyday characters. Ordinary environments. No hero shots. No dramatic coffee pours.

Just people… existing.

This wasn’t accidental minimalism. It was intentional restraint.

Visual Language & Packaging

The packaging was designed to do one thing exceptionally well: interrupt motion.

• Oversized, heavy typography that feels grounded and unhurried
• High-contrast black-and-white layouts to remove visual noise
• Hand-drawn illustrations that feel personal, not manufactured
• A modular system that scales across SKUs without losing identity

Every can is designed like a paused frame from a longer story inviting the consumer to fill in the rest.

The illustrations aren’t decorative. They’re narrative anchors.

They say: you don’t have to rush to belong here.

Typography & Tone

The SLÜRRY wordmark is bold, slightly irreverent, and confident without trying to be cool.

It doesn’t whisper. It doesn’t shout.

It states.

Paired with short, understated copy, the brand avoids marketing language entirely. No exaggerated tasting notes. No performance claims screaming for attention.

Just enough information. Nothing extra.

Because slowing down starts with removing excess.

Photography & Art Direction

Polished studio aesthetics were intentionally avoided. Instead, the visual direction leaned into:

• Real hands
• Natural light
• Imperfect angles
• Unforced interactions

The product is present but never screaming for attention.

In most shots, the can is part of the moment, not the subject of it.

That distinction matters.

The Result

SLÜRRY emerged as a brand that doesn’t compete on caffeine content or origin stories alone but on attitude.

A coffee brand that feels:

• Calm without being boring
• Bold without being aggressive
• Designed without feeling over-designed

The visual system is scalable, recognizable, and culturally fluent built for eCommerce, social, physical retail, and future extensions.

Most importantly, it feels honest.

Closing Thought

SLÜRRY isn’t about drinking coffee faster.

It’s about reclaiming the moment when you do.

The goal wasn’t decoration it was protection: holding the idea steady through design.