Purpose
Align the visual brand with sustainability goals and the overall brand purpose and mission
Client
The following work is a personal project exploring opportunities for improvement to an established brand
(This project is not in collaboration, paid for, or approved by Compass Coffee.)
Team
Creative Direction:
Kristen Jussila
Aligning Values with Ethical packaging
Brand Strategy + Packaging
This personal project began with a simple observation: watching customers refill Compass Coffee tins and noticing a disconnect between the brand’s emphasis on ethical sourcing and the experience of its packaging. I explored how the physical system could better communicate the values the brand promotes, creating a speculative packaging redesign centered around transparency, responsible sourcing, and reducing waste.
I developed the project from initial observation and research through brand strategy, visual identity, and packaging design. I explored how ideas of “Real Good” and “Do Good” could become a clearer organizing principle for the system, connecting ethical sourcing with tangible actions like refillable packaging. The resulting concept includes a redesigned tin system, sourcing information, and a refillable packaging experience designed to make the relationship between the product, its origins, and its environmental impact more visible.
Aligning concept to execution
The visual brand addresses the compass element, but ignores the clear tie between 'doing the right thing' and enjoying a great cup of coffee.
We believe that the best cup of coffee is the one that points you in the right direction at the start of your day every day.
At Compass Coffee, our approach to sustainability is simple: we believe in doing things the right way, for both people and planet.
You should never have to worry about the coffee you drink. From sustainable sourcing to peak roasting, we get every detail right, so that you can start your day right.
We're obsessed with making great coffee easy.
Ethically sourced, for people and planet.
We build deep relationships with every farmer we work with and are committed to ethical sourcing so that you can feel good about the coffee you drink every day.
Brand Alignment
“REAL GOOD” + "Do Good"
Compass Coffee Founder: Michael Haft
"We got our start in 2014 with an idea that was as simple as it was profound: that great coffee doesn't have to be complicated, fancy or hard to pronounce."
The logo takes up too much space
The name of the coffee is hidden on the bottom of the tin
Confusing grid that limits the products to a select number that fit within this format
More complicated grids that don't align with the brand
Complicated map graphics that don't relate to the blend
The tin is too text heavy with too many competing font styles
Refillable Tins
There is no indication that the tins are reusable or that customers are able to bring them back to the store for refills.
There is no place for staff to write on the tins when you do bring them back, labeling the coffee, grind and date.
Tin Redesign
01
Prominent
Logo + Label
Using the badge as a visual element and creating a color code system that also highlights a larger label with clearer descriptions.
02
Map and Location
Highlighting the people and places of where the coffee is being sourced allows the values and mission of the brand to shine.
03
Reusable Prompt
Creating space for people to visually see that this tin is meant to be reused and for staff to utilize when labeling all of the future refills.