Peet's

Concept explorations to rethink Peet's cold brew bottle & label design. The intent was to blend the key brand pillars of freshness, craft, and expertise into three concepts that would elevate the current design and branding of the bottled coffee. The label design highlights the iconic and robust Peet's 'P' logomark, and makes use of refined, yet approachable typography.

LUNAR

Amal Chandaria, Graphic Designer
Terence Kwan, Creative Lead
Mihoko Ouchi, Industrial Designer

Design Approach

The first bottle is made of aluminum — immediately invoking the crisp, cool nature of cold brew through touch. The small form factor allows for easy sharing, and a set of 6 can be carried in a cardboard carton. Each bottle has a different color scheme that matches the color of the coffee to easily identify the different flavors.

The second bottle is designed to be optimized for people on-the-go, and wanting to mix and match multiple flavors. The paper carton gives both a tactile and visual texture with a refined version of classic Peet's patterning, and the hand-drawn version of the typography makes for a more rugged look. The physical form was designed as a hexagon in order to easily stack against each other when transporting the bottles.

The third set was designed to be a more premium offering and is made of glass. The two bottle pairing was based around the idea that cold brew drinkers have a shot of coffee in the morning in order to wake up for the day, and then enjoy a more leisurely one in the afternoon to keep energy levels up. The label uses lines to metaphorically represent these two use cases — the smaller bottle featuring a burst of energy and the larger using waves to represent the more relaxed enjoyment.