A Coffee Branding That Looks Like Monocle

Archer Farms coffee new branding is beautiful, but to me looks a lot like Monocle magazine. A little bit over a year ag, We Are Collins creative agency were asked by the Target creative team to rethink and completely redesign the packaging of their Archer Farms coffee assortment. Re-launching with an expanded offering and a stronger focus on fair and direct trade, their design solution had to clearly indicate various key attributes, taste cues with compelling region and origin stories across a wide range of products.

They worked with talented illustrators Adrian Johnson and Tom Haugomat to create close to 40 custom illustrations to tell the story of how and where the coffee was grown. The unified grid system at the top of each bag allows the guests at Target to quickly navigate through the Archer Farms offering on shelf. The black labels indicate fair trade, direct trade and organic blends. Archer Farms is exclusively sold at Target, the second-largest discount retailer in the United States.

Agency: We Are Collins
Chief Creative Officer: Brian Collins
Design Director: Jules Tardy
Designer: Flora Chan
Producer: Courtney Shares Target
Creative Director: David Hartman
Associate Creative Director: Steve Jockisch?
Designers: Brad Norr, Luke Hunt


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