Freek Decaf Coffee

The Brief:
Develop a brand that identifies and capitalises on a gap in the market, disrupts a category, or challenges a cultural norm - commonly known as a "challenger brand."

A challenger brand is one that defies industry conventions, challenges cultural perceptions, and offers an alternative to dominant market leaders. These brands seek to meet overlooked customer needs through fresh perspectives or innovative approaches.

The Idea:
I love coffee, but caffeine doesn’t love me - so I stick to decaf, as do many. We drink it for the taste, not the buzz, yet decaf is often treated as an afterthought by most coffee brands. Frustrated by this, I wanted to create a decaf-only brand that celebrates the richness of decaf coffee in all its varieties. The vision? A bold, vibrant brand that embraces diverse decaf flavours and roasts, without compromise.