Overview:
In 2024 Time & Tide Coffee made the decision to re-launch our retail and wholesale coffee bags, hoping to better reflect our brand, and help us stand out on the shelves in an increasingly crowded category.

The Challenge at Hand:
After five years of Time & Tide Coffee our coffee bags didn’t really reflect the evolution of our brand, and how people view and interact with it. While our original coffee bags were clean and classic, with brand colors and a clear wordmark, they lacked the fun and whimsy that people associate with our brand.

The Solution:
We started thinking about a bag update two years prior, doing all the things - making mood boards, gathering inspiration from other coffee roasters, food makers and more, talking to vendors, and getting samples from vendors – and we spun in circles for two years while other initiatives took priority for our tiny team.

The inspiration finally came in the insight that people enjoy coming to Time & Tide Coffee’s flagship cafe because it is a fun experience, with pops of pink, high tempo music, walls of windows and happy plants, and a welcoming, friendly atmosphere. It was that quirky and whimsical vibe that we needed to share – so people buying our coffee in other places could feel what people feel when they interact with us in person.

Each label evokes a moment in the coffee roasting process, the name of the blend, or our space on the southern coast of Maine. The labels were illustrated by me, using our bright brand colors and incorporate our logo, designed by Dan Licht.

My Role:
Brand Strategy, Creative Development + Execution