Irving Farm Coffee has been around since 1996, but like most brands who have stood the test of time, the company was in need of an updated branding strategy. The team hired Blackrose NYC to come up with a new look, but they wanted to ensure that it conveyed the idea that the coffee "reflected their farm to table roots," as stated on Package Inspiration.
The new look includes the silhouette of a black crow flying across the front of the package. Blackrose NYC stuck with a very minimalist design, and didn't want anything to look too cluttered. As such, the crow is the main focal point, placed on a white background to draw in consumers.