DICE COFFEE
Feel Nice. Drink Dice.
Assets created by Noni Devora
Assets created by Noni Devora
CLIENT
Dice Coffee
New York, NY
SERVICES
Strategy
Positioning
Creative Direction
Copywriting
CREDITS
Noni Devora graphic design
THE BRIEF
Dice (short for decaf iced) is the only iced coffee company to marry great taste with low caffeine and high convenience. Still, they were far from the only drink on the bodega shelf, so they needed a strong brand identity to help them stand out in a crowded market. Fat Lip assembled a team to build their positioning, messaging, and visual identity, with results as pleasing as the beverage itself.
STRATEGY
Dice had a clear view of who they wanted to be but needed help sharing it with potential stockists and the general public. Fat Lip worked with Dice to solidify its go-to-market positioning, create a strong point of view, and build a multipurpose brand story that could be used on everything from cold emails to business decks and branded materials. For a small team, having key, versatile tools was a big win.
The identity reflects Dice's key differentiators. The visuals are striking but not overstimulating, and the tagline is easy, straightforward, and uplifting. The “dice cube” dotting the “i” adds a dash of fun——just like the drink it's selling.
POSITIONING + MESSAGING
While Dice is a coffee product, as a grab-and-go can it faced competition from the entire beverage market. Singular messaging goes a long way to helping the company carve out its niche. The tone of voice is a calculated mix of laid-back and surprising, further reinforcement of Dice's promise to deliver a drink that feels nice.
Brand messaging still provides plenty of color when juxtaposed with the coffee black-and-cream color palette.
“We needed someone who could help us define ourselves, and we found that in Fat Lip. Not only did Meg create brand perfect copy, she was instrumental in developing our strategy and creative direction. She also introduced us to the incredible graphic designer who built our visual identity. It’s safe to say we owe her thanks for everything outside the can.”
Michael & Thomas, Co-Founders, Dice