Goshen Coffee is a 100% organic coffee company. At its roasting facility in Edwardsville, Illinois, Goshen uses a unique process in which a hand-built machine bounces small batches of beans on cushions of heated air, rather than bouncing them off of the walls of a steel drum.
When new owner Jay Beard took over the shop’s daily duties, Goshen asked Atomicdust to re-imagine its product packaging and website to better reflect its colourful attitude and commitment to unique, bohemian java.
The Atomicdust team visited grocery store coffee aisles throughout St. Louis to get a sense of the packaging landscape — which packages stand out, and which don’t. The coffee market is crowded, but there’s a lot of visual homogeny. Goshen had an opportunity to make a big impact.
Our branding focused on Goshen’s friendly but quirky personality, without straying too far from the company’s important commitment to the local community and global sustainability. We also knew that the bold packaging shouldn’t eclipse the fact that Goshen’s beans are truly gourmet.
We found the perfect image in Michaël Fournier’s Contemporary Rosie photograph. The strong, tattooed woman and her smirk match the strong, independent attitude we felt was the perfect embodiment of where Goshen had been as a company and where it was headed.
There are two variants on the final packaging, with custom labels for each of Goshen’s 25 coffees.
The new website serves as a fully functional online store, with Rosie front and center. Goshen fans can fill in pre-made letters to send to stores to convince them to carry Goshen.
Elsewhere on Identity Designed: Pastaria.
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