Grada has unveiled a refreshed packaging design to support the launch of its latest product, Midnight Decaf, as the brand expands its footprint in the specialty spirits category.
Developed in partnership with Weave, the new design evolves Grada’s existing identity while establishing a distinct on-shelf presence for the decaf offering.
Evolving, not reinventing
The new packaging builds on the brand system originally created for Grada Single Origin, retaining its signature blue as the masterbrand colour while introducing orange as a secondary hero tone to differentiate the new product.
Dan Cookson, executive creative director at Weave, said the approach focused on continuity and distinction.
“The opportunity was to evolve, not reinvent. Blue is Grada’s signature colour and its strongest distinctive asset, so it was critical to retain it as the Masterbrand anchor. By introducing orange as a bold counterpoint and reinterpreting the crosshair design element to represent partnership, we created a system that feels cohesive, premium and future-ready,” he said.
Challenging decaf perceptions
Founded by Roscoe Power, Grada was created to bring specialty coffee craft into the liqueur category.
Power said the Midnight Decaf launch was designed to shift perceptions around decaf.
“With Midnight Decaf, we wanted to prove that decaf can be just as complex and considered as any single origin blend,” he said.
“The packaging needed to feel like a true partner to Single Origin, not an afterthought. Weave understood that balance immediately and helped us evolve the brand without losing what makes it distinctive.”
Design rooted in collaboration
A key design evolution includes the reinterpretation of Grada’s crosshair device, shifting from highlighting origin to showcasing collaboration with Decaf Co.
The product was developed alongside Brendon Bonacci, founder of Decaf Co, using the Swiss Water process to prioritise flavour without caffeine.
“There’s a long-standing misconception that decaf means compromise. Through the Swiss Water process and careful sourcing, we’re able to deliver flavour and integrity without caffeine. Seeing that craft and collaboration reflected so thoughtfully in the packaging reinforces the quality story behind the liquid,” Bonacci said.
Agency Credits
Executive Creative Director: Daniel Cookson
Creative Director: Darren Song
Creative Strategy Director: Amber Groves
Designer: Mike Lam
Production Director: Matt Bowman
Managing Director: Marijana Simunovic
Account Director: Ashley Ng
Top Image: Grada