Black Poetry Reimagines Coffee With Bold Identity for Carbonated Beverage Category

Premium coffee brand Black Poetry has partnered with independent brand design and transformation consultancy OPEN Strategy & Design to create the strategic and creative foundation for its entry into India’s emerging carbonated coffee segment. As an early player in the category, Black Poetry faced the challenge of introducing consumers to a product that combines the familiarity of coffee with the unexpected experience of carbonation.

Coffee is traditionally associated with craftsmanship, ritual and established brewing traditions, while ready-to-drink beverages often communicate through entirely different visual and cultural cues. Instead of adopting conventions from either space, OPEN Strategy & Design developed a distinctive identity designed specifically for carbonated coffee.

At the heart of the brand strategy is the idea ‘Coffee, Reimagined’, inspired by the belief that cultural innovation often emerges when established conventions are challenged. Drawing parallels with movements such as jazz, hip-hop, street food and contemporary art, the brand seeks to embrace experimentation while retaining the craft associated with quality coffee.

This approach led to the creative philosophy of ‘beautiful vandalism’, which introduces an irreverent attitude into a category often perceived as serious and traditional. The concept focuses on breaking conventions with purpose, using disruption to create a product and identity that feel fresh rather than merely unconventional.

Packaging became a crucial part of this strategy. Since the can would often be consumers’ first interaction with the unfamiliar category, OPEN treated it as a communication platform rather than simply a container. The design is intended to stand out on busy retail shelves, generate curiosity and encourage conversations around the product. Its visual language reflects the unexpected nature of carbonated coffee while communicating the brand’s contemporary positioning.

As part of the partnership, OPEN Strategy & Design developed Black Poetry’s brand positioning, visual identity, packaging system and broader communication framework. Together, these elements establish a cohesive brand world for a product seeking to redefine how consumers perceive and experience coffee.

The collaboration demonstrates OPEN’s approach of using strategy, culture and design to help brands challenge established category perceptions. For Black Poetry, the new identity provides a distinctive foundation for building recognition and consumer interest as India’s carbonated coffee market begins to develop.