Seattle’s Best is all smiles

05.13

Yesterday morning, Seattle’s Best Coffee unveiled a new identity(designed by Seattle-based agency Creature) and announced their ambitious plans to expand further into fast-food chains throughout the US—including Subway, Burger King, and AMC Theaters. The company was founded in 1970, but was bought by Starbuck’s in 2003—and for the most part, left to its own devices. However, early last year Starbuck’s decided to better utilize the brand and expand into new markets. Their new plan is to have Seattle’s Best Coffee in 30,000 locations by this fall. With so much visibility in order, a re-brand was imminent.

I’ve only seen the new logo in the context above, so I’m curious to see how the system will expand. My first impression is positive and I like the new direction. It’s simple and it makes me smile. The modern aesthetic is a drastic, but appreciated departure from the old characterless branding. The previous design blended into the grocery store shelves, right alongside Red Diamond, Community Coffee, and Folger’s. This will definitely help differentiate them as well as attract a new generation of customers.

As for the coffee itself, it’s most likely on par with Starbucks. Regardless, it will be a great improvement for places like Subway and the movie theater.

www.seattlesbest.com

posted by on 05.13.2010, under Design, Misc.

Solberg & Hansen

05.04

Norwegians drinks the most coffee in the world at 10.7kg per person (in the US it’s only 3kg!), which may be why I’ve always wanted to live there. Recently, one of the oldest coffee houses in Norway underwent an incredible rebrand. Solberg & Hansen was established in 1879, so preserving their legacy, while also illuminating the premium quality of the product, led to an impressive luxury coffee brand that remains warm and approachable.

The designers, Fredrik Melby & Martin Stousland in Oslo, did an incredible job making this unique in the world of coffee. I wonder how the taste compares to their design. Now I’ve got another reason to visit Norway.

See more images here.

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posted by on 05.04.2010, under Design