Counter Culture Coffee Packaging Refresh

Packaging Design

Counter Culture's packaging refresh touched every corner of the product line — core blends, single-origins, and bulk. The updated system introduced gradient color fields, expressive lowercase typography, and a cleaner white upper panel across all formats, creating a more cohesive and contemporary brand presence on shelf. Every format got its own design solution while speaking the same visual language — including the bulk bag, which solved the challenge of representing any coffee at once by putting the entire color spectrum on a single package.

YEAR-ROUND BLEND PACKAGING

Counter Culture Coffee Big Trouble blend packaging — green gradient whole bean coffee bag
Counter Culture Coffee Forty-Six dark roast packaging — navy blue gradient organic whole bean coffee bag
Counter Culture Coffee Even Keel half-caff blend packaging — orange gradient organic whole bean coffee bag
Counter Culture Coffee Gradient dark roast Colombian coffee packaging — magenta pink organic whole bean coffee bag
Counter Culture Coffee Hologram blend packaging — purple gradient whole bean coffee bag
Counter Culture Coffee Fast Forward blend packaging — light blue gradient organic whole bean coffee bag
Counter Culture Coffee Apollo Ethiopian coffee packaging — yellow gradient organic whole bean coffee bag
Counter Culture Coffee Slow Motion decaf packaging — red orange gradient organic whole bean coffee bag

BEFORE

Counter Culture Coffee Cinco de Junio single-origin Nicaragua packaging — purple and pink subscriber exclusive whole bean coffee bag

SINGLE-ORIGIN PACKAGING

Counter Culture Coffee single-origin packaging color system — origin country color guide showing 16 coffee-producing countries including Kenya, Ethiopia, Colombia, and Ecuador

Single-origin coffees rotate constantly as harvests come and go, which means the packaging system has to work just as hard as the label design. Each origin country has its own designated color so regular customers can identify their favorite origin from across the room.

BEFORE

Counter Culture Coffee bulk 5lb and 1.5lb packaging redesign — multicolor stripe whole bean coffee bags in warehouse

BULK PACKAGING

Counter Culture Coffee bulk packaging multicolor stripe design — 5lb whole bean coffee bags on production line
Counter Culture Coffee bulk packaging detail — multicolor horizontal stripe 1.5lb whole bean coffee bag on roller

The bulk packaging presented a unique design challenge: a single 5lb and 1.5lb bag format that needs to represent any coffee in the lineup. The solution was to bring the entire color system onto one bag — a full spectrum of horizontal stripes representing every blend, and single origin blue to ground it all.

Counter Culture Coffee bulk packaging before redesign — gray 5lb whole bean coffee bag

BEFORE

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