"Starbucks came to us with a challenge to take a quiet brand they bought eight years ago, Seattle's Best Coffee, and totally reinvent it to shake up the category. Blank slate, break all the coffee rules. After creating the new identity, the first step was to shake up the coffee aisle. The new radically simplified packaged coffee line is designed to change the conventions of the coffee category. The Level System's unique array of numbers and vivid colors tell consumers exactly what they want to know: which type of coffee fits their taste profile; from a mild, light, crisp Level 1 to a bold, dark and intense Level 5."