Fazenda Coffee Roasters
Designer | Aaron Belyea (Alphabet Arms); Adriana Gomez (Polymerall); Pete Cannon (Fazenda Coffee)
Location | Dedham, Massachusetts USA
Launch Date | February 20th, 2026
Our new packaging was developed as a refresh of the original Fazenda Coffee design introduced in 2017. While the earlier design built strong brand recognition through bold red and black colors and angular patterns, we wanted to evolve the system to feel more refined and adaptable in modern retail and café environments.
Working with our designer and packaging company, we preserved the core visual identity of Fazenda while softening elements of the design and introducing new visual layers. A subtle floral coffee pattern was added to the front panel to bring texture and depth to what had traditionally been a solid color canvas. Through a combination of matte and textured finishes, the pattern becomes both visible and tactile without overpowering the brand mark.
The packaging system is structured around two clear tiers: a red “Classic” series for our core coffees and a black “Reserve” series for limited and higher-end offerings. The result is a cohesive system that remains bold and recognizable while introducing more nuance, texture, and warmth to the presentation.
Alongside the retail packaging, we also redesigned our wholesale bags to carry the same visual language into café environments. These bags use a kraft exterior with black panels and the same chevron side pattern used across the system. We also introduced a custom printed masking tape closure that reinforces the brand visually while solving usability challenges with traditional resealable tapes.
Together, the retail and wholesale packaging create a unified design system that reflects Fazenda’s focus on quality, transparency, and thoughtful craftsmanship.
We've primarily addressed sustainability issues in the use of our polyethylene film, which allows our bags to be recycled in most municipalities. On our wholesale packaging where using this material is not yet viable, moving to the new masking tape closure helped us significantly reduce plastic waste through the elimination of the resealable tape.
Outside of material sustainability, our new label design has expanded the area we have to better talk about sustainability efforts: whether it be through our organic coffee programs, social programs at origin, and other sustainability values we promote. We've added a short paragraph block to the rear of our retail packaging to briefly explain these, as well as a larger area for certifications and icons on our front labels.
