Dunkin' Korea - Central Park Coffee Blend
Coffee packaging
Dunkin' Korea's new coffee blend "Central Park" captures the ambiance of an iconic location. Seoul and New York share a striking resemblance in their four seasons, and Dunkin' has recognized that seasonal changes are a robust vehicle for a marketing strategy. Gwladys Morey created a unique language of linework and colors that captures the sense of "being there." She illustrated the four seasons in Central Park, focusing on relatable coffee drinkers. The images will charm consumers with their eye-catching characters enjoying a day in the park. Dunkin's emotional marketing via packaging, grounded on the changing seasons and complete with the emerging zeitgeist of the time, is subtle yet compelling. The emotional appeal to cosmopolitan dreams will resonate with consumers feeling the Covid blues. New York may be unreachable due to the pandemic, but the illustrations of its seasons are an evocative link.
