Grada.
Australian coffee liqueur brand, Grada, has unveiled a packaging design to mark the launch of Grada Midnight Decaf in a campaign via Weave.
Grada Midnight Decaf’s packaging builds on Weave’s ongoing partnership with the brand, having originally developed the identity for Single Origin at its launch in October 2025.
"The opportunity was to evolve, not reinvent,” said Weave executive creative director, Dan Cookson.
“Blue is Grada’s signature colour and its strongest distinctive asset, so it was critical to retain it as the Masterbrand anchor.
"By introducing orange as a bold counterpoint and reinterpreting the crosshair design element to represent partnership, we created a system that feels cohesive, premium and future-ready.”
Grada was founded by Roscoe Power with a vision to create a coffee liqueur series grounded in specialty-grade coffee craft.
For Midnight Decaf, an orange was introduced as a secondary hero colour, bringing warmth and accessibility while delivering strong on-shelf differentiation from Single Origin.
Gold foil detailing and finishes maintain the craft cues and specialty credentials established at launch.
A key evolution of the design is the reinterpretation of Grada’s crosshair device.
“From day one, Grada has been about celebrating specialty coffee in liqueur form,” said Grada founder Roscoe Power.
“With Midnight Decaf, we wanted to prove that decaf can be just as complex and considered as any single origin blend. The packaging needed to feel like a true partner to Single Origin, not an afterthought.
“Weave understood that balance immediately and helped us evolve the brand without losing what makes it distinctive.”
Grada Midnight Decaf was developed in collaboration with Brendan Bonnaci, founder of Decaf Co.
“There’s a long-standing misconception that decaf means compromise,” said Bonacci.
“Through the Swiss Water process and careful sourcing, we’re able to deliver flavour and integrity without caffeine. Seeing that craft and collaboration reflected so thoughtfully in the packaging reinforces the quality story behind the liquid.”
Agency Credits
Executive Creative Director: Daniel Cookson
Creative Director: Darren Song
Creative Strategy Director: Amber Groves
Designer: Mike Lam
Production Director: Matt Bowman
Managing Director: Marijana Simunovic
Account Director: Ashley Ng
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