Halfwit Coffee Roasters' Packaging Uses Icons to Illustrate Tastes

 - Nov 27, 2017
References: halfwitcoffee & thedieline
Fancy packaging is aesthetically appealing, but in looking for a new packaging design, Halfwit Coffee Roasters was equally interested in giving coffee aficionados an accurate representation of the beans that they were purchasing. So rather than focusing on design alone, the roasters and their branding agency developed a series of icons that correspond with the dozens of different notes that the company's various roasts demonstrate.

The icons are separated into five different broad categories: Sweets, Fruits, Drinks, Spices Herbs Nuts, and Earthy. Those categories don't themselves carry any icons, with the symbols only representing the specific flavors underneath each category. These include flavors like vanilla, orange, red wine, molasses, and pine. Naturally, the packaging also includes written information that's important to the roast, like the bean producer, the region, and the process.