Charlotte’s First Fair Trade & USDA Organic Certified Coffee Roaster

Pure Intentions Coffee

Pure Intentions Coffee, Charlotte’s first Fair Trade & USDA Organic Certified coffee roaster, provides fresh roasted specialty coffee built on a foundation of innovation, passion and exemplary customer service. They offer varieties from each coffee-producing region in the world, farmed with a focus on environmental sustainability. Pure Intentions Coffee contributes to the local community’s cultural and craft revolution through collaboration, quality growth and education.

Rachel Martin Design was hired by Pure Intentions Coffee as a design partner in helping to build the brand and create a line of packaging that evoked the company’s passion and expertise along with its high-quality beans that their team artfully roasts in small batches. The overall approach was to be classy but have a bit of swagger and be clean and modern but also be friendly and approachable. The new sophisticated look with its subtle finishes, tone and iconography summon a delectable anticipation for the pure handcrafted goodness that’s inside each and every package.

The new brand positioning and packaging was a success. With it, Pure Intentions Coffee was able to attain their USDA Organic Certification along with being picked up and sold by Whole Foods Market which has been a goal of founder, Matt Yarmey, since the beginning of starting Pure Intentions Coffee in 2011.

Brand Strategy, Illustration, Packaging, Print

Client: Pure Intentions Coffee
Design Director & Designer: Rachel Martin
Photography: Katherine Kirchner & Rémy Thurston

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