Peerless Coffee is one of the oldest coffee purveyors in California and a true Bay Area institution. Founded by John Vukasin in 1924, the business is now in its third generation of continual family operation. When Peerless decided to launch their new Micro Reserve coffee line, a collection of rare and exotic coffees, they wanted to establish the next step in their journey by introducing a brand look that signaled they were continuing to innovate within the increasingly competitive 'third wave' coffee roasting movement. The new Micro Reserve brand modernizes elements from Peerless' iconic core packaging by featuring silk-screened black stripes contrasted with gold foil lettering. A system of brightly-colored labels with individualized roasting details speak to the craft put forward when making these exceptional coffees. The resulting package design establishes a sophisticated, modern and boldly confident sub-brand for Peerless that will continue the evolution of their brand for generations to come.