After making it to the second last round of America's Best Espresso Competition, the Alabaster Coffee Roaster + Tea Co. proved that it could hold its own in terms of flavor, but it was time for its black coffee bags to get an upgrade. The coffee company reached out to designer Joshua Lepley for the task and the new branding is definitely winning.
Lepley's design retains the old logo, which is quite minimal, but now has a design where it is perfectly at home. The newly designed packaging includes a small sample bag, a retail-size bag and cold brew bottles, which all have a silky smooth appearance. The new minimal identity is very readable, making it easy to spot the coffee type and where it comes from in a matter of seconds.