Agency: Collins
Chief Creative Officer: Brian Collins
Design Director: Jules Tardy
Designer: Flora Chan
Producer: Courtney Shares
Creative Director: David Hartman, Target
Associate Creative Director: Steve Jockisch, Target
Designers: Brad Norr, Luke Hunt, Target
Location: USA

Target was the first mass-retailer to offer fair trade coffee to its millions of guests. Knowing their shoppers are increasingly curious about product sourcing and large-scale impact, the brand recently revitalized their assortment of Archer Farms coffee to better reflect the product story “from farm to cup,” and partnered with COLLINS to reimagine the new and improved offering. As we know, coffee is a complicated category for guests to navigate; not only are there a number of cues that must be taken into account across flavor, roast and origin, but beans and single-serve cups also sit tightly packed, side-by-side on shelf.

We worked with our Target partners to develop a design system that tells a genuine story, bringing the inherent Archer Farms product and provenance qualities to life. We wanted to encourage guests to make easier comparisons between the range of products in the aisle. The unified grid system at the top of each bag clearly indicates key attributes across name, flavor cues and origin. We invited a number of international illustrators to create a scalable, custom solution to showcase the varieties of coffee, emphasizing how and where the beans are grown —building on Target’s commitment to sustainable sourcing. The Archer Farms brand features a wide selection of flavors, roasts, origins, fair trade and direct trade varieties with quality tiering and organic options and is exclusively sold at Target.