When Royal Cup Coffee, purveyor of the world’s finest coffees and teas, decided to start packaging their caffeinated ambrosia in a single-serve packaging system, we were probably even more excited as consumers than as their agency. Once we settled down, one insight informed everything we did: simplicity.

Since simplicity is the entire focus of single-serve coffee, the brand should convey that same idea. Super clean visuals (minimal, but not spartan) and deadpan copy (droll, but not smartass) with a bold, left-of-center name that says it all: Roar.