The Coffee Ethic

Role: Packaging, Print, Identity 
Studio: All True
Design: Alexis Reid 
Strategy: Jesse Tyler  
Photography: Riley McCullough

The Coffee Ethic has been a staple of downtown Springfield, Missouri since it started over fifteen years ago. The award-winning coffee bar and roaster embraces the art and science of brewing, strives to serve everyone involved in the coffee process, and operates with sustainability in mind—a philosophy they’ve named Cup, People, Earth.

My partner Alexis Reid and I worked alongside strategist Jesse Tyler of local design studio All True to refresh The Coffee Ethic’s identity, packaging, and print materials. We wanted to maintain the shop’s well-established timelessness (the original logo and brand mark were designed by Ryan Strong in 2007), and aimed for all aspects of the rebrand to feel purposeful, flexible, and inviting.

At the heart of The Coffee Ethic are their variety of signature blends and single-origin roasts. Our redesign of the coffee packaging introduced a combination of classic typography, simple layout, and a spectrum of warm and earthy tones that became the foundation of the new identity. These elements informed all other extensions of the brand, including cup sleeves, cold brew bottle labels, social media, and marketing materials.