Award-winning coffee packaging.
RITUAL COFFEE ROASTERS
We've been Ritual's brand partners since the day they opened their first cafe in the Mission District of San Francisco back in 2005. Since then, their loyal followers have grown up, so it was time to revisit the original brand we'd created all those years ago. We repositioned them and updated their brand identity, including their iconic logo we designed way back when. Once their new brand was set, we got to work redesigning their entire line of coffee packaging as well as their retail experience.
Putting their icon front and center and moving to a compostable bag.
Over the years, their packaging design had become heavy, and their identity and personality were getting lost. It was important to put their logo front and center because it still reflected their renegade culture, and they'd built valuable brand recognition over the years.
We worked with their suppliers to transition from a non-recyclable foil bag to a compostable paper bag. It gave it a natural feel and brought it in line with its customer's sustainable lifestyle. Because the price point is at a premium, the bags needed to feel extra special and work harder to stand out on crowded retail shelves.
A flexible packaging design to showcase rotating artist illustrations and friendly brew guides.
One of the design challenges we faced was creating only two different bag SKUs, one for espresso and one for everything else. But the roasters needed flexibility for several different roasts every month and wanted to move away from using messy, non-recyclable stickers. So we designed paper belly bands, allowing them to update the bags whenever they needed. The bands allow Ritual to tell in-depth stories about their farmer partners, educate coffee lovers with illustrated brew guides, announce cafe openings and events, and use key messages to share their story.
Unique illustrations of their farmers give authenticity and personality to the packaging. But it also lets people know that they buy 99% of their beans through direct trade (not fair trade), setting the highest standard in the industry. By sourcing directly, they're paying above market rates, ensuring they can live the quality of life they deserve. Telling this story is a critical component of the packaging.
The perforated belly band has a detachable, wallet-size card. It's a handy reminder for customers to use when it comes time to restock their favorite coffee. Friendly, detailed brew guides help Ritual share their great love of coffee in a fun and down-to-earth way. They can print the belly bands whenever they want, giving them the freedom and flexibility to use them for more short term announcements and promotions.
"As I was sitting here at Starbucks trying to think of what identity/brand I could write about, it hit me…Ritual Coffee. Third wave purveyor of great coffee, Ritual’s identity is a superior brand to most coffee, and ties for best design with Chicago’s Intelligentsia. Both sport a neo-socialist look, but Ritual’s red bag in my kitchen seems to look like it has belonged there for ages. Now back to my inferior tall latte…"
— Professor Milbert Mariano, MFA
Unpacking Coffee - Packaging Review
Explore the visual and cultural evolution of San Francisco's Ritual Coffee Roasters from their roaring 2005 appearance on the San Francisco coffee scene to an increasingly warm, intimate warm vibe today.
Award of Excellence.
Our Ritual Coffee packaging design won an award of excellence by Communication Arts, the most exclusive design competition in the world. Over 4,228 entries were whittled down to a select few, so we were over the moon. The work was published in their 57th Design Annual, so don't be surprised if you find extra copies lying around the office.
50%
Retail sales increase on launch and sustained a 10% increase afterwards. We also bagged an Award of Excellence from Communication Arts.
MORE BUZZ
Ritual's packaging wins Communication Arts design award.
Ritual packaging featured on the Dieline.
Ritual packaging video and review on Unpacking Coffee
Aimee Kilmer’s interview for Coffee, Tea & Ice Cream Magazine
Photography: Nick Brown Illustrations: Jen Kruch Pattern Design: Maggie Johnson
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