Pinewood Coffee Co.
Designer | Pinewood Coffee Co. team with the help of Canvas Branding
Location | Franklin, Tennessee USA
Launch Date | November 1st, 2025
With this design, we wanted to create a coffee bag that feels connected to nature while still being playful and inviting. Coffee comes from the natural world, so the earthy palette and simple structure reflect that origin. The hares became a natural fit for the design. They represent curiosity, movement, and a sense of exploration - much like the feeling of trying a new coffee for the first time.
After getting a new coffee - brewing that first cup always has a little bit of excitement to it - and the hares help capture that spirit of discovery. The result is a bag that feels lively, welcoming, and rooted in the natural world coffee comes from.
Sustainability was an important part of the design.
The most direct way we addressed this was by choosing recyclable packaging material. Many coffee bags are made from mixed materials that are difficult to recycle, so using a mono-material structure was a way for us to take a step in a better direction while still protecting the coffee inside.
Beyond the material itself, the design visually reinforces the connection between coffee and the natural world. The earthy palette, wildlife imagery, and simple structure all reflect the idea that coffee is ultimately an agricultural product that comes from living ecosystems.
Our hope is that the packaging quietly communicates that relationship while also encouraging more thoughtful choices around materials.
