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Counter Culture Coffee

November 15, 2014 | 3 Comments


Designed by Counter Culture Coffee | Country: United States

“Counter Culture Coffee is pleased to unveil a new look for its products, with bold, colorful designs and biodegradable packaging—along with new product names for four of its six year-round coffees. Debuting on Friday, October 3rd, the update reflects the company’s continual evolution as an innovative coffee roaster—a leader within the specialty coffee industry for nearly two decades—and serves as the centerpiece of an overall aesthetic up-fit for Counter Culture that brings greater cohesion to the various facets of their business.”

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“Conceived and developed by Counter Culture’s in-house design team, with work beginning in earnest in February 2014, the rebrand progressed at an accelerated pace. Each year-round product will have its own design variation for 12-ounce packaging, and all single-origin coffees—representing dozens of countries and farms—will go into a single bag design with differentiated labeling unique to each origin. Each vibrant, eye-catching color used is representative of a year-round product or single origin coffee, allowing buyers to easily distinguish the varieties, and each product has a unique texture and icon that is representative of that coffee. Additionally, the roast date appears in a more prominent location on all bags, further underlining Counter Culture’s commitment to quality and transparency.”

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“All 12-ounce whole-bean bags will be made of Biotre film, a material created by Pacific Bag Inc. at the forefront of sustainable, biodegradable packaging initiatives. Up to 60 percent of the material comes from renewable resources—shown to break down in well-managed compost environments in approximately 90 days—with the remaining materials breaking down in five to 10 years in a landfill.”

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3 Responses to “Counter Culture Coffee”

  1. Jonathan
    November 15th, 2014 @ 9:12 am

    Love this! So gorgeous. The green circle really adds a lovely touch :)

  2. Thomas
    December 18th, 2014 @ 11:53 am

    Unfortunately, the green circle looks like a price sticker at a bargain store.

  3. Scott
    February 16th, 2015 @ 7:08 pm

    I love Counter Culture but not the new packaging. I see how they ended up with the new design after seeing this post. Huge fan of cradle-2-cradle (biodegradable) so I commend the material. But I think this shows how a it looks good at design time versus the perception created in a retail store. The first image, with all the packages together looks wonderful, has a mid-century modern revivalist feel. But on the shelves at places like Whole Foods… it looks like down market generic brand product because they are not shelved like the portfolio shot. As Thomas mentioned, just that green sticker really throws it off. I mean, as a design school piece, I like it. It just feels like a student fresh out of NCState or RISD did this. A bold move but one that really fails with buying psychology on the shelves.

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