When the founders of Chameleon Cold-Brew came to mixtape marketing, they didn’t have a name. They were also struggling to explain what “cold-brewed coffee” is — at the time, there were only a handful of obscure regional brands trying to sell cold-brew, and none of them were doing a great job of distinguishing it from “iced coffee.”

We named them, created the lovable reptilian character they affectionately dubbed “the dude,” built graphics to teach consumers about the benefits of the cold-brewing process, and crafted their first several generations of labels.