Utopian Coffee was founded by a backpacking vagabond who fell in love with coffee-producing countries, particularly their diverse cultures and people. Today, this has evolved into an intentional commitment to invest in and learn from coffee producers first hand. “Farm Direct” may be a catch-phrase for some, but it’s a non-negotiable lifestyle choice for Utopian Coffee. To capture this unwavering promise, Utopian’s branding and packaging design were evolved into a vibrant representation of the sources of their coffees. Colorful full-bleed illustrations of surrealistic flora and fauna replaced Utopian’s previous stark blue identity. To complete the brand overhaul, the logotype was given a modest evolutionary facelift. The results allowed this humble coffee roaster from Fort Wayne, Indiana to stand brightly amongst its third-wave coffee counterparts.
CREDIT
- Agency/Creative: Pavement Design, LLC
- Article Title: Pavement Gives Utopian Coffee a New Look that Celebrates the Origins of Coffee
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: United States
- Agency/Creative City: Oakland
- Market Region: North America
- Project Deliverables: Brand Guidelines, Brand Identity, Illustration, Packaging Design
- Format: Pouch
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: coffee, packaging, branding, utopian, identity, logo, pavement
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Credits:
Creative Director: Michael Hester
