Ritual packaging featured in imbibe.

As coffee’s third wave washed over America, a distinct aesthetic formed among cafés across the country—think botanicals, minimalist decor, bright whites and earthy woods.

But now, in an increasingly competitive market, many roasters and cafés are looking to stand out from this recognizable aesthetic by turning to branding and design agencies for more unique identities.

Imbibe Magazine interviewed Aimee Kilmer of Good Stuff Partners about the Ritual Coffee rebrand to include in their piece.