Brand Refresh
Branding
Design Strategy
Packaging Design
Project Overview
Back in the 70’s, Seattle’s Best Coffee was voted the best cup in Seattle, even beating out Starbucks! And a few years later, Starbucks bought the brand and grew it into the second largest coffee roaster in the U.S.. Over the next couple of decades and a few package re-designs later, Seattle’s Best had lost much of the charm that had made the brand so special. The DDW design team dug deep into the brand’s DNA to re-discover all of the key brand cues that add up to a bigger story. The result is a design we affectionately dubbed “Seattle Smile” – a smile-shaped graphic, playful icons, imaginative typography, and Seattle-themed illustrations. Every inch is thoughtfully detailed, bringing the Seattle’s Best brand story forward in a fresh, unexpected way.Client
StarbucksTags
Starbucks
Seattle's Best Coffee
branding
package design
design strategy
coffee
retail
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