Brewing up a good brand

05.20

The recent Seattle’s Best re-branding uproar has encouraged me to begin a series of posts I’ve had brewing for a while now. I plan to look at the leading coffee roasters and discuss their brand, packaging, and why I think they are or are not successful.

Coffee is a huge commodity, and for many people, buying coffee is as overwhelming as picking out a bottle of wine. When a customer can’t distinguish the subtleties in taste, they are left to rely on their remaining senses to help make decisions.

The way a brand of coffee represents itself in a cafe or on the supermarket shelf will determine how its perceived before you even have a chance to taste it. In the coming weeks I’ll discuss a variety of ways different coffee companies have positioned themselves to stand out in such a saturated market.

posted by on 05.20.2010, under Design, Misc., Recommended Roasters

Espresso by Intelligentsia

01.25

A Dpt4D (F.P.S.) Original Series — An ongoing series that documents our search for the ultimate tastemakers. We begin in Venice, California over a coffee grinder…

Great video by the design studio Dpt4D, looking forward to the rest of the series showcasing my personal favorite roaster, Intelligentsia.

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posted by on 01.25.2010, under Misc.