Responses by Greig Anderson, creative director, Freytag Anderson
Background: Algorithm Coffee Co. is a pioneer in specialty coffee, sourcing small-lot, single-origin coffees that are both sustainable and exceptional in flavor. Director Aaron Hubbard approached us to design a new packaging style for its range. As Algorithm sources its coffees on an ongoing, seasonal basis, it was important that the packaging reflect this. Our flexible system for retail and wholesale allows the brand to update its seasonal offers easily, consistently and cost-effectively.
Reasoning: Inspired by the specific locations Algorithm’s coffee is harvested, we created a brand pattern that both echoes the sinuous lines of the pre-existing logo roundel and references the important geographic influences. We also designed one branded bag for retail (12oz) and one for wholesale (5lbs). A customizable label template was created for application to each range, and the labels were structured to highlight the information at the core of Algorithm’s sourcing: soil, altitude and harvesting months.
Favorite details: The packaging solution was a fixed constraint, as was the existing Algorithm roundel. However, we did tweak the use of this, and added a typographic system, which worked seamlessly with the packaging concept. This bolstered visual impact, meaning better standout on the shelf.
Visual influences: We referenced some lovely old maps and topography patterns to bring the remotest coffee-growing regions in a visual way to the packaging. The patterns add to the craft presentation of the coffee and suggest the detailed work that Algorithm puts in to bring its customers the best coffee from all over the world.
Specific demands: Algorithm’s coffee is small-batch and seasonal, so it made the requirement to design flexible packaging a little easier. We knew we had to create a secondary labeling system to allow for easy updating. We just had to be aware of production constraints and find a solution that still worked within the overall aesthetic.
Browse Projects
