Peace Coffee, established in 1996, is a craft roastery focused exclusively on organic & fair trade coffees. Although the company operates a handful of coffee shops in Minneapolis, the bulk of their business comes from the retail sector: co-ops, specialty grocers, mass-market retailers like Target, and online sales. After nearly 25 years in business, the company had outgrown its original branding. Their coffee bags were difficult to navigate, with important product information scattered across the package. Additionally, in a category that tends to take itself too seriously, the people behind Peace Coffee are an especially friendly, funny, and inclusive bunch. It was essential that the new packaging reflect these warm, welcoming qualities, while also performing well in a variety of hyper-competitive retail environments.
The new packaging pairs a quirky custom wordmark with colorful illustrated labels that put all of the most pertinent product information (flavor name, roast level, whole bean/ground, tasting notes) in a single, easy-to-scan location. The illustrated characters and objects take an even more prominent role in some additional brand applications, such as the new Peace Coffee truck, where they become a loose, inviting pattern that radiates friendliness and fun. The new branding has been incredibly well-received by retailers, stakeholders, and customers, and we couldn’t be prouder of the results.