San Francisco Bay Coffee

To create a stronger brand presence that reflects the high quality of their 100% Arabica beans in order to attract the next generation of coffee mavens, while also maintaining 40+ years of brand recognition from their loyal customer base.

We entered the assignment with the understanding that San Francisco Bay Coffee beans are distinctly different. Beyond the gold standard beans, known for their exceptional taste, this third generation family-run company is also committed to putting people first. This detail got lost in the shuffle on previous brand iterations. Now at least 50% of on-pack real estate is dedicated to telling this attention-worthy story.

Every San Francisco Bay Coffee purchase supports partner farmers and their communities. In addition, through partnership with non-profit organization Enveritas, San Francisco Bay Coffee is proud to lead the way in sustainability assurance, meeting all responsibly sourced standards in areas such as ethical labor practices, environmental protection, social welfare & community development, and quality assurance & traceability.

As the industry enters its fourth-wave, the original coffee connoisseurs, like San Francisco Bay Coffee must hold their ground. New age coffee brands must work harder to cut through the noise with the use of bold expressive design.

San Francisco Bay Coffee has proven worthy of the iconic red bridge and longtime namesake, by highlighting the new age practices coffee consumers crave, (think high-level scientific processes, social consciousness, convenience-led products). With offerings such as coarsely ground Cold Brew, Water-Process Decaf Blends, and commercially compostable ONECUP pods, San Francisco Bay Coffee is ready to meet their customers needs.

That’s why you will now see the bridge and brand name front and center, sitting along a sturdy horizon line, with an upgraded color system that rotates between 12 vibrant color blends. Each color that adorns the skyline is done-so in a classic ‘San Franciscan’ fog aesthetic that represents a distinct coffee blend.

The final production of the packaging brings thoughtful details such as spot gloss varnish on a matte-finish bag, elevating the brand through positive tactile experience. With this breathtaking brand shift and color palette enhancement, San Francisco Bay coffee is now instantly recognizable on shelf – prepared to remain a significant place in coffee culture for years to come.