# Business Brew Branding Good Company Coffee Uses Corporate Jargon for its Java Packaging By Summer Luu | Published 2011-03-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/good-company-coffee References: [lovelypackage](http://lovelypackage.com/good-co/) & [landor](http://www.landor.com/) The Good Company Coffee (or Good Co.) branding and packaging took inspiration from its surrounding business environment of office-lobby locations nearby and integrated the atmosphere's [corporate speak and business jargon](https://www.trendhunter.com/trends/coffee-program) into its professional look. The name Good Company Coffee is also a dual play on the concept of “being in good company” while enjoying [good coffee](https://www.trendhunter.com/trends/common-coffee). Designed and created by the Landor agency, the double meanings and wordplay of Good Co. lightens the corporate mood by using a professional tone scrawled on its packaging in dry comedic comments. Using infographics, charts and graphs, these tools from the business workplace adds visual illustrations to the [bold black and white java packaging](https://www.trendhunter.com/trends/core-legends). The Good Company Coffee is a playful, lighthearted brew branding that really lets you relax and enjoy and cup of joe. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 58% | Activity: 66% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Corporate-inspired Branding:** Opportunity for businesses to incorporate corporate speak and jargon into their branding, creating a playful and lighthearted image. - **Double Meanings and Wordplay:** Opportunity to use clever wordplay and double meanings in branding and packaging to engage with consumers. - **Visual Illustrations on Packaging:** Opportunity to use infographics, charts, and graphs on packaging to visually communicate with customers. ### Where This Applies - **Coffee:** Opportunity for coffee companies to differentiate themselves through unique and creative branding strategies. - **Graphic Design:** Opportunity for graphic designers to incorporate corporate-inspired elements into their designs, adding a unique twist to branding projects. - **Marketing and Advertising:** Opportunity for marketers and advertisers to explore new ways of engaging with consumers by incorporating playful and visually appealing elements in campaigns. ## Related on Trend Hunter - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/modern-coffee-packaging.md) - [Modern Coffee Packaging Designs](https://www.trendhunter.com/trends/happy-products.md) - [Cold Brew Coffee Rebrands](https://www.trendhunter.com/trends/here-and-now.md) - [Modernized Coffee Rebrands](https://www.trendhunter.com/trends/modernized-coffees.md) - [Producer-Focused Coffee Packaging](https://www.trendhunter.com/trends/retail-coffee-packaging.md) - [Card-Labeled Coffee Bags](https://www.trendhunter.com/trends/blueprint-coffee.md) - [Aesthetically Pleasing Decaf Packaging](https://www.trendhunter.com/trends/highquality-decaffeinated-coffee.md) - [Spirit-Infused Coffee Blends](https://www.trendhunter.com/trends/specialty-coffee-brand.md) - [Elevated Corporate Coffee Offerings](https://www.trendhunter.com/trends/coffee-for-the-office.md)