Abby Haddican Studio
andes_front-cover_colorbg.jpg

Peace Coffee

Peace Coffee brand identity, packaging, and exhibition design. Designed by Abby Haddican at Werner Design Werks in Saint Paul, Minnesota.

Peace Coffee rebrand, designed by Abby Haddican at Werner Design Werks.

Peace Coffee Rebrand & Packaging

Client: Peace Coffee
Services: Branding, packaging, typography, illustration

Work produced at Werner Design Werks
Creative director: Sharon Werner
Copywriting: Lisa Pemrick, Abby Haddican, Ryan Brown
Project photography: Ken Friberg

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.

Sample of the old Peace Coffee packaging.

Sample of the old Peace Coffee packaging.

Peace Coffee logotype and turtle mark. Custom typography designed by Abby Haddican and turtle logo designed by Sharon Werner at Werner Design Werks.
Peace Coffee 12oz coffee packaging design by Abby Haddican.
Peace Coffee 5lb bag design, custom typography, and label illustration by Abby Haddican.
Seasonal and limited edition coffees get a cream-colored bag to distinguish them from Peace Coffee’s standard lineup.

Seasonal and limited edition coffees get a cream-colored bag to distinguish them from Peace Coffee’s standard lineup.

Peace Coffee packaging redesign by Abby Haddican Studio in Saint Paul, Minnesota.
New Peace Coffee branding designed by Abby Haddican Studio, a Minneapolis-based design consultancy.
Peace Coffee packaging redesign and brand refresh designed by Abby Haddican.
Detail of Peace Coffee Yeti Cold Brew Blend label, designed and illustrated by Abby Haddican for Minneapolis roaster Peace Coffee.
Peace Coffee food truck designed by Abby Haddican at Werner Design Werks.
Peace Coffee mobile cafe truck designed by Abby Haddican
Peace Coffee food truck and modular menu system designed by Abby Haddican.
Peace Coffee labels designed and illustrated by Abby Haddican
Peace Coffee bags being filled at the Peace Coffee roastery in south Minneapolis, Minnesota.
Peace Coffee bags being filled and sealed at the Peace Coffee roastery in Minneapolis.
Detail of Peace Coffee back-of-bag surprise. Design by Abby Haddican Studio.
Peace Coffee rebranding and packaging. Designed by Abby Haddican at Werner Design Werks.