We drew on the Western Massachusetts landscape to craft a clean and refined look and feel that features the beautiful Seven Sisters mountain range. As a much-loved coffee roastery, Esselon is respected for their Fair Trade practices and commitment to quality. Through this brand refresh, we celebrated Esselon’s local roots and elevated their verbal and visual identity to speak to a national audience.
We reinvented Esselon’s coffee bag with a clean, refined look designed to stand out on-shelf and encourage local grassroots brand growth while driving potential presence in national chains. Clean linework, ample negative space, and appealing flowing horizon lines combine with a suite of graphic elements tied to the local scene, rendering a landscape that captures the brand’s unique ‘terroir.’ The locally iconic café is featured front and center, with an ascending set of stairs creating a warm, welcoming feeling to draw coffee-lovers in. To top it off, an eye-catching suite of colorful labels spotlight the country of Esselon’s single-origin roasts and assures the bag pops on-shelf.