Groundwork Coffee
Designer | Ludlow Kingsley
Location | Los Angeles, CA, USA
Launch date | September 15, 2021
As the first organic coffee shop in Los Angeles, we wanted our refreshed packaging to convey our unwavering commitment to our community and eco-friendly practices. Our distinct logo was hand drawn, representing our small-batch approach and down-to-earth attitude. We sought to create both visual and physical packaging attributes that complement our brand’s ethos. Printing on kraft bags offered a rough-hewn texture that doesn’t feel too precious. Additionally, we found our earth-toned color palette and statement-making graphic cutouts looked even more organic when printed on this rougher surface. These minor yet thoughtful details help our products stand out among the glossier, flashier coffee brands on the market.
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People perusing coffee options are immediately drawn to the word “organic” even from a distance, because it’s purposefully positioned within every product name. The bold font and graphic elements draw attention when our products are sitting on a grocery shelf or a kitchen counter.
Coffee drinkers can easily learn more about our eco-conscious approach through the details on our packaging, organized into three categories: Always Organic, Planet Focused, and Relationship Based. We pioneered organic coffee sourcing in the early 90s, choose eco-friendly packaging and energy-efficient roasting practices, and work closely with our partners to ensure their farms and communities are thriving.
Moreover, we specifically chose sustainable packaging, including earth-friendly Biotrē™ bags, made from 60% renewable plant-based resources by weight. These materials break down into healthy compost. We collaborated closely with the Los Angeles-based branding agency Ludlow Kingsley to ensure our story was communicated in the most effective way possible. The packaging design takes the many complexities of information architecture and print production and makes them seemingly effortless.
