Jordan Fisher is a Broadway performer whose credits include wildly successful shows like Sweeney Todd, Moulin Rouge, and Hamilton. Hamilton! And now signature coffee can be added to his list of accolades. Call Time by Jordan Fisher is a new blend from Joe Coffee Company out of New York City, and it’s their very first coffee sold in an exquisite and beautiful coffee tin, designed by Joe Coffee’s VP of Brand Ned Semoff. The crew collaborated closely with Fisher, the wickedly talented singer, actor, and dancer of stage and screen for the release, who contributor not just to the blend itself but the packaging that features bold colors and an illustration of Fisher and his dog.
Not only has Joe teamed up with an incredible talent for this release, they’re also donating a portion of the sales to the Broadway Cares/Equity Fights AIDS, an organization that has been “helping people across the country and across the street receive lifesaving medications, health care, nutritious meals, counseling, and emergency financial assistance” since 1988.
We spoke with Joe Coffee Company’s Marketing Manager Luke Wright to learn more about the collaboration.
What was the inspiration behind this design?
Jordan and his dog, plus colors he genuinely loves, not colors a brand team picked for him. We wanted the tin to feel like it came from him, not at him.
From first vision to final product, how long did the design process take?
We moved fast. The whole thing came together from April 8th to launch, which for a first-of-its-kind product for us was a sprint. Jordan was hands-on the whole way, which helped keep things moving instead of stalling out in rounds of revisions.
Tell us about some of your favorite design details.
This is Joe Coffee’s first ever tin-format coffee, so just getting that format right was a milestone on its own. But the detail I keep coming back to is the tie-in with Broadway Cares/Equity Fights AIDS. Jordan’s a Broadway kid at heart, so we built the whole collab around that world, the tin is called “Call Time,” which is theater language for when you need to be at the venue, and the Triple Threat latte plays on the classic “sing, dance, act” description of a Broadway performer. A portion of sales supports Broadway Cares/Equity Fights AIDS, so the design isn’t just referencing that world, it’s actually giving back to it.
How does the package design reflect the company’s overall branding and messaging?
The label leans into the same instinct that guides everything we do at Joe Coffee: keep it warm, keep it specific, keep it human. Instead of a slick celebrity photo, we used a hand-drawn illustration of Jordan and his dog, which feels more like something a friend would make than a marketing asset.
The bold, playful lettering on “Call Time” and the pink and mint color palette against a deep purple and charcoal background give it energy without ever feeling like hype for hype’s sake. And by giving real space on the label to Broadway Cares/Equity Fights AIDS, right alongside the Joe Coffee roaster info, the design says what we actually believe: that a coffee collaboration should be about more than the product, it should point to the community behind it.
Thank you!
Call Time by Jordan Fisher is available on Joe Coffee Company’s official website and their cafes. Follow @joecoffeecompany on Instagram and link up on LinkedIn.
Photos by Luke A. Wright for Joe Coffee Company.
