n the surface this rebrand might seem overly simplistic, but when you realize the difficulty your customers have finding important information, you know it’s time for a change. That’s where Abby Haddican comes in. She did a fantastic job simplifying the visual clutter, while maintaining the warm and quirky personality for Peace Coffee.

Original Packaging Design

Her decision to move the energy from the graphic elements to the typography feels like the perfect response to the brief (although you could argue that in the transition, a bit of that rustic vibe was lost.) However, I imagine the departure from conventional coffee roaster dogmas was likely an intentional decision. Also, the development of a flexible visual system for their label gives the client the freedom to create many different styles of roasts without losing the recognizability of the parent brand.

But the real question is... can you judge this book by its cover? I guess we'll have to wait and see.