This work was created for a Maxwell House pitch. By pairing their historic tagline — “good to the last drop” — with simple line drawings set against the brand color, I was able to create an elegant and contemporary campaign for the 125 year old brand.
The illustrations represent how Maxwell House coffee makes feeling you feel when you drink it. The drawings were so simple and powerful that minimal copy was needed, but a lead in line was add to final tagline — “You cup is always half full when it’s good to the last drop.”
The initial idea was extended to include a community improvement initiative and new products like a Tassimo pod.
*Maxwell House is not a client of Aaron Made This. This work was created while at McgarryBowen.