Refreshing a beloved Twin Cities brand
A freshly brewed identity and packaging for Peace Coffee, a Minneapolis based small batch roastery since 1996. Peace Coffee was one of the original pioneers of the fair trade and organic revolution with a passionate local cult following. However, as they looked to expand and welcome new customers, their message was getting lost. The coffee bags were confusing to navigate, flavor names and roast details were difficult to locate. Peace Coffee had outgrown the brand and packaging that had served them well for 23 years and were ready to look forward to the next 23 years.
Our goal was to retain the essence of Peace Coffee, a self-described group of starry-eyed dreamers, who are truly in it for good. They take coffee seriously, but not themselves. You brew you, no coffee snobs here. After some exploration we all quickly agreed it was important to retain and build on the quirky personality of the brand and the people behind it. We got to work, and modernized the turtle and created whimsical, flavor-specific illustrations that live within a unified system that’s an easy-to-scan, easy-to-shop experience…with a little magic stirred in.