We’re drawn to work that challenges convention. So when Onyx Coffee Lab set out to launch their most accessible product yet—Onyx Instant—we saw not just a new format, but a creative opportunity: to reimagine instant coffee through the lens of specialty.
Our role spanned strategy, packaging, visual storytelling, and campaign development. But the real challenge was bigger than any one asset—it was changing the perception of what instant coffee could be. And doing so in a way that stayed true to Onyx’s values of excellence, clarity, and innovation.
Designing for First Impressions
Instant coffee is often misunderstood—and historically, for good reason. It’s been a category defined by speed at the expense of flavor, convenience over quality. With Onyx Instant, we needed to shift that narrative from the very first glance.
We designed a packaging system that:
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Feels minimal and modern, but still distinctly “Onyx”
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Educates quickly while sparking curiosity—instantly conveying quality
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Translates well across digital, retail, and travel environments
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Balances premium aesthetics with approachable tone
Every element was chosen to signal intention, without over-explaining. The result is a product that feels at home on a retail shelf, in a carry-on, or alongside your home brewing setup.
Storytelling That Builds Trust
Design alone can’t undo decades of low expectations. That’s where strategy, copywriting, and multimedia storytelling came in. We helped shape and articulate the voice of Onyx Instant to make it clear that this isn’t just another powdered coffee—this is a freeze-dried, small-batch expression of Onyx’s most beloved blends and single origin offerings.
We developed:
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Product and campaign language that simplifies without dumbing down
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Educational copy that shows how it’s made, why it’s different, and who it’s for
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A content framework that makes Onyx Instant feel like an extension of your coffee ritual, not a compromise
Whether it’s a barista on the go, a home drinker looking for speed, or someone discovering specialty for the first time, Onyx Instant is positioned as a tool—not a tradeoff.
Bringing Instant to Life: Photo, Video, and Content
To support the launch, we produced a complete suite of visual assets for both the product page and the larger campaign rollout. Our goal was to show the versatility of the product, without losing the sense of craft and care Onyx is known for.
We created:
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Product photography for eCommerce, lifestyle, and retail
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Application visuals showing instant being used hot, cold, and creatively
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Campaign video content to introduce the product across digital platforms
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Short-form videos for social media
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Internal and wholesale training assets to support team education and rollouts
This was a product designed to live in motion—in daily routines, in travel bags, in cafes and carry-ons. Our content strategy mirrored that, showing not just the “what” but the real-world how.
A Product That Expands the Audience
Onyx Instant doesn’t replace whole bean coffee—it complements it. And in doing so, it invites more people into the specialty world, offering a lower barrier to entry without lowering standards.
That positioning influenced everything we made. This wasn’t just a launch—it was an introduction. A chance to meet people where they are and offer them a better way to experience great coffee, instantly.
The Kind of Work We Love
Our work on Onyx Instant is a perfect reflection of what we’re built for at Specialty — designing products, content, and experiences that move industries forward without losing sight of what makes them special.
It’s about more than visuals. It’s about building clarity, creating trust, and opening the door a little wider for people to experience something remarkable.