In the specialty coffee world, credibility is everything. When Joe Coffee decided to debut its take on instant coffee, as the packaging designer, I needed to make sure that the box felt familiar so as not to alienate a customer base of skeptical coffee-connoisseurs. This packaging is designed to live alongside Joe Coffee’s signature white and blue bags of beans, and the product itself is a worthy opponent to the traditional method of brewing coffee.
For more about this project, check out this interview I did for Sprudge.
This is the rebranded packaging I worked on in coincidence with a rebrand in 2019.