Existing packaging was tired and busy. It desperately needed a brand refresh, so with existing customer input via focus testing we took the elements that customers identified with (large "e" and silver bag) and recreated a vibrant and engaging brand with new packaging.


Extensive research into viable environmental packaging options, focus testing and competitive analysis of existing brands in the organic coffee shelf space.


Increased sales and awareness. The packaging was so eye-catching that is was chosen by O Magazine as one of Oprah's Favourite Things.


Ethical Bean Coffee


Mary Jo Dionne - copywriting.

Project Role(s)

Graphic Designer
Production Artist