Wonderstate Coffee
Coffee packaging is often the first and most intimate experience a customer has with our brand. For us, the goal was to achieve a beautiful design while giving a nod to our company values and story.
In 2020, we completed a two-year journey of reflection and reconciliation with the name we originally chose for our company--a name that was never ours to take. The act of reflecting was a humbling process exposing many cracks and imperfections in our company, our industry and ourselves.
These reflections came to mind as we learned about the Japanese art form of Kintsugi, in which broken objects, traditionally ceramics, are mended with gold. In this art form, cracks and imperfections become part of the object’s strength and beauty. Kintsugi is a practice that exemplifies the larger Wabi-Sabi philosophy of finding beauty in imperfection. By calling attention to and accepting what is imperfect in ourselves and our industry, we can forge a path ahead to create something more beautiful and sound.
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Next, we focused on elements that would distinguish our product from others in a crowded field. We used a family of dynamic colors to capture attention and communicate roast depth. We added a side gusset sharing two bold statements about our practices: our industry leading minimum price guarantee and commitment to solar power. Finally, we chose Biotre material, as it was the most sustainable option available.
Lastly, we sought to create a design that spoke to where we live. We are a company with a distinctly rural identity, nestled amidst the lush, rolling hills of the Driftless region in Wisconsin. We felt that it was important to create a design that felt evocative of our landscape at home, providing a subtle nod to elicit a sense of our geography.
