Welcome to Design Details, an ongoing editorial feature in Daily Coffee News focused on individual examples of coffee shop architecture, interior design, packaging design or branding. If you are a coffee shop owner, designer or architect and would like to submit your project for consideration, reach our editors here.
While “storytelling” on coffee bags can often drift into deep abstraction, new package designs for the long-running Cravens Coffee brand in Spokane, Washington, remain deeply grounded in the coffee.
Part of a complete brand identity refresh developed with creative firm Sally Morrow Creative (SMC), the new packaging was designed to carry on the quality-focused legacy Cravens has built in Spokane since 1993 while modernizing the look from every angle.
“Cravens has an incredible story — one grounded in relationships and high quality,” Sally Morrow, creative director and principal at SMC, said in a project description shared with DCN. “Our job was to elevate those strengths through design that tells their story in a modern, visually engaging way.”
The new Cravens bags lean heavily on tone-on-tone illustration, using a warm, muted palette. A subtle pattern wraps the package in repeating figures and botanical forms, coffee leaves and fruit, coffee picking and other cues tied to origin, agriculture and farm work…