Pilot Coffee Roasters
Designers | Michelle Wilkin, Creative Director + Partner
Location | Toronto, Canada
Launch date | May 25, 2021
Approaching this project we asked ourselves, “How can we further demonstrate our values as a business?” On our path to becoming the best version of ourselves, we believe that prioritizing sustainability and accessibility will always guide us in the right direction. That is why, this year, we were proud to launch our newly designed, fully bilingual and sustainable packaging. Made with plant-based Biotrē 2.0™ materials, our new packaging includes English and French, comprehensive product information, and design elements that make choosing coffee as simple as possible.
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Starting with materials–the vehicle for our design–we wanted to make a statement that our coffee is both sustainably sourced and packaged. So, we chose Biotrē™ 2.0 which is made from 60% compostable resources and is 100% renewable. By limiting our use of fossil fuels, mineral resources and lowering our carbon footprint, we were able to make a tangible difference with customers that reflects the same values we pursue in our Direct Trade partnerships at origin. Referencing our former packaging design, we looked at this project as a brand evolution. Familiar, yet clearly refined and more accessible. This is reflected in several key areas that influenced the design elements of the project: colour, typography, and iconography. We introduced a new colour system for our bags to differentiate Signature Blends, Single Origins and Limited Edition coffees, and a new design system for our labels using strong typography, colour blocking, juxtaposed type choices and hierarchical layouts. Fresh iconography like our ‘Direct Trade’ certified badge and roast profile scale were also incorporated to support customer decision-making and shelf appeal.
