The challenge: relaunch Vermont Coffee Company into the mass channel CPG market without diluting or cheapening the existing premium line. The goal wasn't a cheaper version of what we already had, it was something bolder and more shelf-confident, closer in spirit to category disruptors like Death Wish Coffee than our house brand. I pushed roughly 10 directions across that spectrum, from reimagining the discontinued sister brand Viva Café in bold, graphic color, to building an entirely new identity called Brew by Vermont Coffee Company, to going fully off-brand with Brew Your Poison, a dark, slightly villainous concept built to go head to head with the edgiest names in the category. The real exercise was finding how much could be reinvented from a single coffee mark and the word "brew" itself.