PEET'S COFFEE & TEA

Before there was a Starbucks or legions of boutique coffee roasters, there was Alfred Peet. Born in Amsterdam and raised in a family of Dutch coffee roasters, Alfred eventually came to the U.S. and opened his first shop in the late ‘60s. Back then, selling whole beans roasted the night before, mere feet away was as radical as Berkeley itself.

Alfred Peet was hellbent on one thing: roasting the very best, premium coffee he could find. Using timeless type and design elements, Peet’s got back to its true heritage, but with a gutsy, pure-Alfred personality. This bravado was also what Peet’s needed to stand out from the onslaught of modern coffee roasters.

Role: Lead senior Designer
scope: Packaging, POS, Merchandise, Social, Photography Art Direction