Founded in Berkeley in 1966, Peet's Coffee & Tea is thought by many to have created the specialty coffee trend. When Peet's decided to expand beyond California, they knew they needed a unique and memorable brand image. We developed a strong, versatile brand identity that reflects Peet's casual style and culture, and their dedication to quality. We then adapted it to everything from coffee bean packaging to holiday gift bags to retail signage to create a cohesive visual language for Peet's. The overall design system uniquely communicates Peet's commitment to its artisan, hand-crafted roasting tradition and deep-roasted, full flavor signature coffees. Our identity program has solidified Peet's brand and positioned the company as a bonafide national player. Peet's is now poised to convert a whole new population of coffee connoisseurs into loyal customers.