• by Karlene Lukovitz  @KLmarketdaily, September 11, 2017

Plant-based beverage company Califia Farms is looking to increase brand awareness and reinforce its “unique esthetic” with original art mural installations in hip areas of Brooklyn, San Francisco and Los Angeles.

The murals, inspired by the company’s California roots, are brightly colored interpretations of Califia’s “Better Coffee for All” campaign. 

The art murals in Brooklyn’s Williamsburg section, at North 14 and Wythe (14’ x 90’) and San Francisco’ Jackson Square (40’ x 60’) debuted last week and will be on display through the end of September.

They were created in collaboration with Brooklyn-based graphic designer and illustrator Mallory Heyer, who has done work for MTV, Refinery29, Simon & Schuster, LOGOtv, Google, Sony Music, OkCupid, Samsung, PopTV and others. The images were then hand-drawn and hand-painted, with recyclable paints, by outdoor creative agency Colossal Media.  

Califia Farms is using a video featuring Heyer, posted on Facebook and YouTube (below) to promote the billboards, suggesting that fans take a snap with the mural and share it on social.

The artist for the L.A. mural, to be located in West Hollywood at Melrose & Ogden, will be announced soon, according to the brand. That mural will be on display from Nov. 13 to Dec. 31.

Califia Farms, maker of cold brew coffees — including its Black Label Cold Brew that is the leading cold brew in the natural, ready-to-drink refrigerated category — plus almond milks and other plant-based beverages, has distinguished its brand in part through its curvy glass bottles and distinctive logo and graphics. The brand is also known for achieving growth by employing innovation approaches to targeting its consumer base in key cities.

“We believe that developing great-tasting coffee is its own kind of art, requiring hands-on care, curation and a singular creative vision,” said Califia Farms CEO Greg Steltenpohl. “These vibrant, one-of-a-kind murals beautifully reflect that mission, and we hope will brighten the day of passers-by, while extending awareness of our delicious Black Label Cold Brew Coffee creations.”