Phaze Coffee Co.

Unlike other RTD coffee lines that rely on flavors to create their different SKUs, Phaze only has one flavor. The difference is that each SKU has a different amount of caffeine. This is how the founder, Craig Dailey, came upon the name.

During our brand blueprint process, we discovered the key aspect of Craig’s brand that would help us to ground the design. We discovered that Phaze was a sensible brand. That single word helped guide our decision making process.

When Craig raised the question about NASA making an iced coffee during the space race of the 1960s, we knew we had a really great angle for the visual identity. I immediately set out to create the mascot whom we’ve fondly named Buzz McBean. Our intrepid explorer is on a mission to find caffeine clarity.