Project Type: Produced, Commercial Work
Client: Intelligentsia Coffee
Location: New York
Packaging Contents: Coffee
Pearlfisher New York strengthens a new design expression for Intelligentsia Coffee
Pearlfisher New York worked with Chicago-based coffee roasting company and retailer, Intelligentsia Coffee, to refresh the identity, streamline their portfolio and create a new design expression for the brand’s coffee bags.
Intelligentsia has established itself as one of the leading and go-to brands for the finest single origin, direct trade and in-season coffees, but the former design fell short in conveying the premium tiering across the range.
In order to futureproof the brand’s expression and product appeal for physical retail and digital touchpoints, Pearlfisher’s focus was to bring a bolder, more meaningful creative vision to the portfolio, centered around Intelligentsia’s high-quality coffees made with the most ethical practices.
The new design expression allows variants to make a clearer visual connection with one another as a portfolio through purpose and specialization, while continuing to distinguish itself from the oversaturation of today’s craft-heavy aesthetic. Each bag democratizes the passion for artisanal coffee, giving equal priority to the whole product range, by educating consumers on provenance and seasonality in a clear and coherent manner.
Matt Sia, Associate Creative Director at Pearlfisher added, “Starting with the identity, we refined the wings and eye of the logo along with crafting the word mark for optimized legibility and sizing across the system. Creating icons for the sides of the bags helps deliver clear, simple direction on preparing the perfect cup of coffee rather than copy-heavy directions. Overall, we wanted the outcome to feel more personal and approachable–just as Intelligentsia strives to welcome and educate their consumers about coffee.”
Sia continued, “Every Intelligentsia coffee bar is localized and unique, so we provided each seasonal variant with a similar, unique expression. For example, ‘Persephone’ visually represents the freshness of spring and the convergence of seasons through a brighter palette, contrasting shape patterns while the colors and leaf illustrations of ‘Otono’ capture the depth and richness of fall.”
James McLaughlin, CEO of Intelligentsia Coffee, said, “Creativity is at the very heart of Intelligentsia, from the work we do with our coffee partners at origin to how we brew each individual cup and deliver exceptional coffee culinary experiences– and is now communicated through purposeful vision and design. This strengthens our position and presence in challenging the coffee market - and beyond.”
The Blends, Black Cat Espresso and Single Origin bags will be available the week of March 4 at Intelligentsia coffeebars. The holiday offerings and seasonal selections will become available throughout the next calendar year.