Perk 70 – Seattle’s Signature

Derrick Lin


Design: Raven DeCook
Location: United States
Project Type: Student Project
School: University of Wisconsin Stout
Tutor: Nagesh Shinde
Packaging Contents: Ground Coffee
Packaging Substrate / Materials: Paper

Perk 70, Seattle’s Signature, is a rebrand of the well known Seattle’s Best Coffee. This project was for my Product and Packaging Graphics class lead by Nagesh Shinde at UW Stout. We were directed to pick a product and redesign the logo and packaging of it.

I chose Seattle’s Best coffee brand. When looking at the current packaging I don’t think of Seattle at all, I don’t really see the connection and that is what their main pride is, the fact that they were voted Seattle’s best coffee and even changed their name to that. I thought that more reference to their origins would be nice to see on their packaging and create more pride. I thought to incorporate more imagery of Seattle to really emphasize the origins and name sake.

Imagery, such as Seattle’s best view, could be incorporated. Each image includes the space needle within it, something that is unique to Seattle. I imagine Seattle being a sophisticated and fun city and making the packaging seem a bit more high class, serious and sophisticated would be beneficial. The color palette also needed help, as it is muted and doesn’t catch the eye. I wanted to use bright colors and recognizable imagery to catch the eye of customers.