What I Like
It immediately stands out to me for two different reasons. The first is that it has a very strong and cohesive feeling of brand identity. The second is that it goes against the grain of what many other coffee companies are currently doing (in a good way).
It feels closer to an alcohol brand than a coffee brand, and that really helps out. I’m a sucker for black and yellow color schemes, and they nailed it here. Plus, it seems to embrace the natural side of coffee – dirt and all. I like my coffee natural, but many brands seem to want to feel as sterile as Apple product packaging.
