Peet’s Coffee & Tea wanted to explore a new identity and brand system. They had already been through several well known design firms. As a long time lover of Peet’s Coffee I was ecstatic to work on the project. For me, I saw great potential in embracing the coffee cup icon, and shortening the corporate name to Peets, also discarding the apostrophy.
Here is the full exploration of several concepts. This project helped the client move forward to their current brand image.
Project Scope: Identity, packaging, store, vehicle, graphic look & feel exploration
Client: Addis Creson