Seattle’s Best Coffee never loses sight of what matters most: the people they make coffee for and the role it plays in their lives.

Starbucks needed help with heightening Seattle Best Coffee’s brand presence in the coffee aisle. What started as a packaging project finished as an entire brand refresh.

We gained a firm understanding of SBC’s audience, hardworking aspirants who strive to meet their dreams. With Seattle Best Coffee’s new strategic promise—“Our best. And yours.”—we made the emotional shoppable, connecting to the qualities that were important to them.

Every cup and brand interaction became a moment of daily triumph.

After packaging was complete, we reimagined the promotional look and feel, created sales tools and a brand guide. In their 40+ years, it was the most substantial brand foundation that Seattle’s Best Coffee ever had, which was enthusiastically embraced by employees and consumers alike.

Creating this brand for Seattle’s Best Coffee was a joy, and it shows. Beyond offering a great cup of coffee, we delivered a feeling.

Results
– Increased shelf space to more than 16,000 retailers via 60,000 partners.
– Three SKUs listed in top 10 coffee portfolio.
– Signature 3 became the #1 best seller for all of Starbucks.
– 10.6 million bags of coffee sold.
– Brand familiarity increased to 88%.

Concept, design and design direction, in partnership with the team at Hornall Anderson.

Packaging photography by Estepworks Photography.