When I was last in the US, Handsome Coffee had yet to release their new packaging—so until now, I had only seen it via twitpics and Instagrams posted by all the lucky ones drinking it. But it was immediately obvious they made a fantastic choice working with Sissy Emmons, at PTARMAK in Austin, to capture the Handsome brand.
Earlier this year, I had the pleasure of browsing the aisles of the SCAA tradeshow with Tyler and we talked a bit about the importance of a brand and how great packaging can make a huge impact on a company. I knew then that Handsome was working with PTARMAK and I’m really pleased to see the the outcome of their relationship so far.
Yesterday, Handsome’s new bags were featured on The Dieline—the internet’s top package design website. The featured photos give a much better look at some details I hadn’t previously seen. The new packaging combines the right amount of handcrafted illustration and wit with enough modern typography to give the handsome ruggedness a refined feeling of quality. Great work to everyone invloved.
We employed color, shape and a little figure ground to differentiate between the lines and categories. The color system was developed loosely around a 1940’s craftsman—workshirt blue, denim, utility orange, metallic copper, crisp white, no-nonsense black and a rich black-brown… in honor of the coffee.
Illustrations line the sides and are what we like to call the manly-man items—objects that share the Handsome dedication to a by-gone era where handmade craft and a dedication to quality were a labor of love as well as a way of life. A dip of copper at the bottom of the bags is a continuation of the copper counters in the Handsome shop and on the Handsome Traveler. It adds just a touch of elegance to the otherwise practical bags. The system is intended to be humble and utilitarian with every detail lovingly applied. –PTARMAK
Read more about the design and see all the images at The Dieline