Sam’s Choice Coffee



Creative Agency: Anthem Worldwide
Client: Walmart
Location: United States
Creative Director: Helena Yoon
Design Director: Tracey Ujfalussy
Account Director: Bernadette Sheppard / Leigh Waycaster
Walmart Design Lead: Sarah Paskell

Sam’s Choice Coffee design uses a clean white background to pop on shelf, where competitive packaging is mostly dark and busy. It also stands out with a matte finish that’s easier to read than typical gloss finishes. The white canvas includes small hits of black and bold, youthful colors to communicate flavor. This helps the brand stand out on shelf, and creates a powerful family effect. The color makes it easy for consumers to shop based on flavor, while the release number and taste profile communicate small batch.

The topographical map illustration and co-ordinates create a sense of provenance and ‘authentically sourced.’ The coffee comes in two different formats – canisters for whole beans and bags for ground beans. The Sam’s Choice Coffee design also includes a spot varnish for the brand logo to help it pop, along with gold, metallic ink on certain features for a more premium feel.

“Inspiring consumers to seek connections to the origins and heritage behind the products offerings they are selecting from is more important than ever,” said Wendy Kufeldt, Managing Director, Anthem Toronto. By integrating thoughtful strategic design with the new product innovation process we can inspire consumers to feel more connected and engaged in brands, creating value and performance for brand owners.”