Creative Agency: Pavement
Creative Director: Michael Hester
Project Type: Produced, Commercial Work
Client: Peet’s Coffee & Tea
Location: Oakland, CA USA
Packaging Contents: Coffee
Packaging Materials: paper
Peet’s Coffee & Tea, one of the originators of America’s handcrafted coffee movement of the 1960s, tapped Pavement to create the brand and packaging for its new line of ready-to-drink cold brew coffee. With the launch coinciding with Peet’s 50th anniversary celebration, the design had to pay homage to their long brand heritage of craftsmanship and innovation. The challenge for Pavement was to instantly inspire consumer recognition of Peet’s long-standing brand aesthetic while attracting new millennial customers. Utilizing a hand-drawn logo, confident colors, and an overall package design that reflects the simplicity, sophistication and passion behind the iconic name, Pavement helped Peet’s announce to new consumers and hardcore “Peetniks” alike that this seminal coffee company has redefined coffee drinking yet again.