When Intelligentsia began its journey, its products were well loved by Whole Foods’ corporate buyers. However, their less impressive packaging designs stopped them from attracting customers to the store. Planet Propaganda worked with the founders of the coffee brand to bring their packaging to life. The attractive packaging design has not only breathed a new lease of life to Intelligentsia but also increased its shelf value.
“We worked with the founders to elevate the branding to match the product’s impressive reputation. Since third wave coffee drinkers are a sophisticated bunch, and place value on provenance and an independent spirit, we took inspiration from the beloved Chicago flag, developing a dignified, aspirational sensibility that commanded respect in the high-end coffee market…”
The packaging designs are simple and relevant: a powerful combination. The color schemes and the typography symbolizes freedom and respect, which successfully attract the attention of the third-wave coffee drinkers.
“Our process uncovered what was important to the founders and to their prospective customers, and emerged with a distinctly compelling brand, catapulting the roaster into a nationally-revered retail brand and café chain.”