Established has designed a new coffee, tea, and chocolate brand for Hugh Jackman. The Dieline readers get an exclusive first look at the new brand!
"Laughing Man worldwide started with friendship, a promise, desire and a little synchronicity. In 2009 Hugh Jackman visited Ethiopia as world vision ambassador and met a local coffee farmer named Dukale. He worked the farm with him and sat down with his family and friends. He learned about Dukale’s hopes for his family, community and his efforts to work out of poverty."
About the Packaging:
"Established wanted to convey the laughing man brand’s core spirit of “all be happy” with a collection of packaging that was at once gourmet, joyful and modern. The product’s quality credentials called for luxury so a silver and grey color pallette and clean typography were used.
Meanwhile the custom chalk type graphics used across the brand connote the idea of a hand-finished barrista quality. The casually applied, unique laughing face stickers on each product are designed to reflect the universal nature of laughter, goodness and ethical-mindedness, which are fundamental to the laughing man brand.
The concept of constantly changing stickers also invites the consumer to interact with the brand directly by uploading their own laughing face on the website, for a chance to be used on future packaging.
The overall aim was to create a brand that broke the mold of ethically responsible products being packaged in arustic, hessian way. Laughing man is a product that looks at home on the shelves of a luxury foodhall.
Creative Director – Sam O'Donahue
Design Directors – Pierre Jeand’heur and Felix de Voss
About Laughing Man:
Laughing man worldwide started with friendship, a promise, desire and a little synchronicity. In 2009 hugh jackman visited Ethiopia as world vision ambassador and met a local coffee farmer named Dukale. He worked the farm with him and sat down with his family and friends. He learned about Dukale’s hopes for his family, community and his efforts to work out of poverty.
Struck by Dukale’s natural desire to simply work hard and increase his quality of life and the unjust hurdles that kept those dreams just out of reach. Hugh promised he would help. Dukale made a deep impact on hugh and became the face of many conditions that needed to be remedied. However, even after speaking at the UN on Dukale’s behalf, the question remained for Hugh, how to offer sustainable help.
It was then Hugh learned that his good friend, Barry, and his son, David, were starting a speciality coffee company highlighting the work of farmers like Dukale. It soon became obvious that something inspiring and useful was on the horizon. The fulfillment of that promise to Dukale became a joining of forces and the birth laughing man worldwide.
Our Motto at laughing man is all be happy, which comes from an ancient sanskrit prayer. It wishes all to be happy, all be free of disease and none suffer misery of any kind. That is the essence of laughing man worldwide and its passionate and dedicated team. We hope to become a well of support that continues to flow where needed, both here and abroad.
At laughing man worldwide “we make money & give it away”. Supported by our various undertakings like laughing man Coffee & tea, we look to give money that provides a hand up instead of a hand out, encouraging job growth a and personal ingenuity. We believe commerce and community can grow together for the benefit of all. We call this conscious commerce and are proud to join the growing number of companies and individuals who wish that “all be happy”.