Creative direction, Packaging Design, Post-production: Dusia Alexeeva
Objective: Root Coffee, a New Jersey-based cooperative, entrusted me with the task of designing a logo and packaging for their exclusive coffee line. The goal was to create a brand identity that resonated with coffee connoisseurs while highlighting the cooperative’s commitment to sustainability and environmentally conscious practices.
Process: I embraced clean, modern design principles to reflect Root Coffee’s dedication to both quality and eco-friendly initiatives. The logo design utilized organic, earthy tones to symbolize the brand’s connection to nature, while the packaging incorporated subtle environmental motifs, reinforcing the brand’s sustainability mission.
The packaging needed to balance visual appeal with function, ensuring it could stand out on retail shelves while reflecting the brand’s values. I chose eco-friendly materials for the packaging, emphasizing Root Coffee’s commitment to reducing its carbon footprint. Each design element—from the minimalistic typography to the sleek color palette—was selected to convey the brand’s premium coffee offerings without sacrificing its green credentials.
Outcome: The brand identity successfully communicated Root Coffee’s focus on sustainability, appealing to environmentally conscious consumers. The clean, modern packaging design helped elevate the brand’s image and positioned it as a leader in the local coffee market.
