I loved the Rock n' Roll aesthetic of Sump Coffee however when looking at their packaging design I felt it didn't portray their style. A brand so bold needed bold packaging as well. Stepping away from the brown bags of usual coffee beans and taking it into the unique side to match their style, flavor and interior design. The skull was already part of their branding, highlighted as a painting on the wall inside the coffee shop. I wanted to make it the focal point of this design.