Better Coffee Co. roasters is launching with a mission to bring the world only the strongest, boldest and most flavor-packed brew daily. ‘No weak beans here.’ Responsible for the branding and packaging design for the client, I originally took them in many different directions stylistically — to land at this groovy take. Approachable but premium was an important brand pillar, along with trust in quality and freshness. I imagined it sitting on a store shelf and hoped that the bold color palette and use of oversized type would be enough to wake one up.