Designer: Nicholas Bonacquist
Project Type: Student Project
Course: Visual Communications II
Tutor: Cindy Koren
Location: Utica, New York
Packaging Contents: Coffee
Packaging Substrate / Materials: Wood, Glass, Paper
Printing Process: Screen Printing, Vinyl Cutter, Digital Printing
Third Wave Roasting Company is based directly off of the third wave coffee movement in the United States. In the third wave of coffee, both the consumer and company are concerned with coffee based on its origin and artisan methods of production. The focus is on improving coffee plant growing, harvesting, and processing, to stronger relationships between coffee growers, traders, and to the highest quality and freshest roast. Third wave is also referred to as fair trade coffee.
Third Wave Roasting Company is targeted to coffee enthusiasts who seek higher quality in taste and caffeine stimulation.
Third Wave Roasting Company is a fictional coffee company made for a school project in which we had to create a brand from scratch and then design the packaging and brand identity.
In terms of packaging, I wanted to push the origin of the coffee beans, as one of the selling points of fair trade coffee is the location of production. With other fair trade coffee companies, a card comes with the beans explaining its origins but, there are no pictures of the country. With Third Wave Roasting Company I wanted someone viewing the package to have a visual representation of the exact location of the beans, as if they were looking on a map. Each package of Third Wave Roasting Company has a map of the country from which the beans were grown. Additionally, the packages are made with sustainable materials staying true to the roots of the third wave coffee movement.