2 Queens Coffee
Designers | Charles Wilkin
Location | Narrowsburg, New York, USA
Launch date | October 1, 2020
The primary focus of this rebranding was to solve three key problems of the old packaging: readability, product variation and brand clarity. 2 Queens had also outgrown the existing apothecary-inspired design and was eager to create a more universal design that better reflected their playful brand messaging and provided more flexibility for market growth.
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Several design challenges included incorporating the existing "vintage" 2 Queens logotype with modern typography and the desire to incorporate more expressive icons into an already busy design. With an emphasis on simplicity, the new design purposefully removed the confining borders and unnecessary details in an effort to increase legibility.
The dynamic placement of typographic elements creates a well-defined design structure that’s understandable, flexible and exciting. The innovative use of a Dymo label printer and stock address labels also provides an affordable solution to effectively color code product categories and features like Organic, Single Origin or Signature Blend. The sophisticated color palette establishes a clear brand identity while the use of secondary patterns on the gusset playfully and seamlessly incorporates brand messaging.
