Coach Foods: Rebrand

From “clean” to craveable.

Coach Foods, an emerging food brand from Macedonia, came to us with a problem you see a lot in CPG. Their packaging was clean and minimal, in line with the era’s “healthy look,” but it didn’t say the one thing shoppers care about when they pick up a sweet spread: this will taste amazing. Each flavor used a drastically different color, so the SKUs did not read as one family on shelf. There was no block. No flavor cues.

The product itself is better-for-you, but the “better-for-you look” (clean, minimal, quiet) wasn’t doing the job a sweet spread has to do: trigger appetite fast. In this category, indulgence wins at the shelf edge. So we flipped the hierarchy and made the pack sell flavor at a glance.

We dropped “Foods” and shortened the name to Coach. The palette leans warm and inviting. The logotype carries a quiet retro wink, enough nostalgia to feel familiar, not so much that it feels stuck in the past. Each jar gets small, unmistakable ingredient cues, just enough to help shoppers spot their flavor without cluttering the design. Together, the line now forms a clear, confident block with one job: get picked up.

Coach lands on Balkan shelves early 2026, and US direct-to-consumer in Q3 2026.

Localization: In parts of Europe, the category language is “protein cream.” For the US DTC launch, we’ll localize the descriptor to “protein spread” without changing the system, a single, intentional swap.

Website: coachfoods.co

Collaborators: Zach Peterson (3D renders), Anja Kalin (photography)
Press: UnderConsideration