Metric Coffee
Our goal for the new rebrand was to create packaging that is minimal, without using large swaths of color and illustration. On the noisy grocery shelf, Metric Coffee offers the customer’s eyes a place to rest. The bags are very durable and feature a haptic texture reminiscent to a fine grit sanding paper to give the customer a different tactile experience. As for the logo, there’s a clear hierarchy, label information, and bag negative space. The label size and layout was determined by using the golden ratio. This allows the labels to scale in relation to the bag size. Ultimately, our goal for the rebrand was to create a timeless visual foundation that Metric can use moving forward.
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After working with Metric for a couple months last year, we learned that we share similar values in our work ethics, and knew we wanted to pursue a rebrand together. Chicago’s known for humble, hard workers with high standards, and Metric is located in a former industrial district, so I wanted to use that as an entry point for the new identity. Both co-founders are American and European, so switching to GT America, a typeface family that combines the aspects of American Gothic and European Neo-Grotesk typefaces, felt like an obvious choice.
