CLIENT BRIEF

Honest Coffee Roasters approached us looking to refresh their packaging to better reflect the warmth, energy, and integrity that define their brand. While their existing bags communicated the basics, they weren’t standing out on the shelf or capturing the inviting atmosphere of their cafés. As a family-owned roastery known for organic sourcing, community impact, and a transparent approach to business, the team wanted their packaging to embody those same values: authentic, approachable, and full of life. Their only design requests were simple but meaningful: introduce a transparent element to the bag so customers could literally see the coffee beans inside, reinforcing the brand’s commitment to honesty and openness; and create brighter, more dynamic label colors that would “pop” visually while maintaining a sense of trust and craftsmanship. The goal was to design packaging that not only stood out on the shelf but also felt right at home in their cafés, creating a true reflection of the Honest Coffee experience.

Client
Honest Coffee Roasters
Year
2024
Services
Packaging Design - Bag + Label System
Industry
Food & Beverage, Small Business, Family Owned Business

PROJECT DESCRIPTION

To capture Honest Coffee Roasters’ down-to-earth personality and natural surroundings, we developed a hand-drawn illustration of a coffee plant incorporating subtle geode linework, a nod to the organic forms and natural beauty that surround the brand. This illustration became a transparent knockout window on the bag, allowing customers to see the beans inside and reinforcing Honest’s commitment to transparency and authenticity.

We selected a light cream tone for the bag’s body, warm and natural enough to feel approachable, yet bright enough to stand out on the shelf without the starkness of pure white. The label system follows a unified layout with an array of vivid, high-contrast colors that differentiate each blend while adding a lively, modern pop to the overall presentation. Together, these elements create packaging that feels fresh, honest, and unmistakably connected to the brand’s roots and community-driven values.

before & after

label designs

Each label and gusset illustration was hand-drawn by our team using Adobe Illustrator and a Wacom tablet, combining traditional artistry with modern digital craftsmanship.
  • ★★★★★
    Alongside the talented team at The PCKG Company, we designed new packaging for our coffee. I’m so incredibly happy with how they turned out. If you are ever looking to redesign or look at a new supplier, I can’t recommend PCKG enough. They were professional, informative, and insanely creative.
    Lauren Mchugh - honest coffee roasters

  • Final Approved Design

    The PCKG team produced the approved bag design, which is now available for purchase both online and in-store at Honest Coffee locations in Tennessee & Alabama.

  • Shop this coffee

    Our customers put as much love into their coffee as they do into their brand, so why not taste it for yourself and see how good design and great coffee come together?
    SHOP NOW