In 2020, the COVID-19 pandemic prompted a reassessment of how the Pilot brand represents its values of quality, relationships and innovation. To become more accessible to the growing national audience, key updates included the introduction of bilingual packaging, the use of colour to differentiate products and a system of strong hierarchical layouts with easily identifiable graphics. New coffee bags are made from 100% renewable, plant-based materials to further represent the brand’s commitment to sustainable practices and an ethical process from sourcing to packaging. A communications strategy was implemented to support the rollout to key audiences: staff, partners and the general public. Building community support helped drive enthusiasm, leading up to a public launch that saw increased website traffic, orders and new customers, successfully establishing a “new normal” for the Pilot brand and packaging.

CREDITS:

CREATIVE DIRECTOR: MICHELLE WILKIN RGD

SENIOR DESIGNER: MONIKA TRAIKOV

CONTENT CREATOR & PHOTOGRAPHER: MAGDALENE KAN

MARKETING MANAGER & COPYWRITER: TREVOR WALSH