Schuil Coffee
Designer | Elaina Nelson/PCKG
Location | Grand Rapids, Michigan USA
Launch Date | November 3rd, 2025
For our holiday bags, our goal was to create a winter design that felt both gift-worthy and deeply connected to our Michigan roots, while also bringing a sense of fun, festivity, and whimsy to the season. Holographic film was used intentionally to create dimension rather than decoration.
Snowcaps, snowflakes, and winter drifts are knocked out to foil so they catch light like real snow. Instead of traditional holiday colors, we chose a palette of white, periwinkle, soft purple, and cool blue to evoke a true Michigan winter landscape rather than a single holiday moment.
The concept celebrates our connection to Grand Rapids, Michigan. Our classic logo features subtle snowcaps, preserving brand heritage while celebrating the season. The Grand Rapids skyline wraps continuously around the bag to represent our community ties. Custom snowflakes incorporate hidden coffee bean shapes, connecting winter imagery back to our craft.
On the back panel, a hand-sketched illustration of founders Garry and Gladys Schuil seated outside our cafe and roastery appears as a vintage postage stamp, a tribute to our beginnings and the legacy that continues today. A small snow angel illustration on the bottom panel adds a playful, human touch. The overall philosophy was to create a winter wonderland that feels distinctly Michigan, distinctly Schuil, and welcoming to anyone who enjoys the season.
While this release is not positioned as a sustainability-forward redesign, sustainability remains embedded in how we operate as a company.
The flat bottom format allows for efficient palletization and storage, helping reduce shipping inefficiencies. The high-barrier metallized structure protects freshness effectively, minimizing product waste caused by staling or environmental exposure. Protecting the coffee itself is one of the most meaningful ways we reduce waste.
The design also reinforces longevity over trend. By centering our founders, our hometown, and our long-standing identity, we created a seasonal bag that feels collectible and reusable rather than disposable. Many of our customers repurpose our holiday bags for storage or keepsakes, extending their life beyond first use.
As a Michigan-based, family-owned roaster, we focus on consistent quality, responsible sourcing, and careful production practices year-round. This holiday bag celebrates winter in our home state while maintaining the same structural integrity and quality standards our customers rely on every day.
