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New Logo and Packaging for 802 Coffee by Jar Design
 

before

after

Noted Mar. 20, 2017 by Armin

Industry / Consumer products Tags /

About

“We started life as a small cafe and roastery in 1998 called Capitol Grounds Cafe and Roastery. Since then our roastery has grown and our coffee is served across the state of Vermont under the name 802 Coffee. Capitol Grounds Cafe is still there however, right on State Street in Montpelier, VT just down from the Capitol. It’s been a meeting place and local haunt for both visitors and locals ever since our humble beginnings. Come stop by, have a latte and a fresh baked pastry, and catch up with old friends or make some new ones.”

Design by

Jar Design (Burlington, VT)

Related links

N/A

Images (opinion after)
New Logo and Packaging for 802 Coffee by Jar Design
Logo.
New Logo and Packaging for 802 Coffee by Jar Design
Business card.
New Logo and Packaging for 802 Coffee by Jar Design
Packaging, before and after.
New Logo and Packaging for 802 Coffee by Jar Design
Before and after as well, prettier.
New Logo and Packaging for 802 Coffee by Jar Design
New Logo and Packaging for 802 Coffee by Jar Design
New packaging.
New Logo and Packaging for 802 Coffee by Jar Design
Full line-up.
New Logo and Packaging for 802 Coffee by Jar Design
In situ.
New Logo and Packaging for 802 Coffee by Jar Design
Cup.
Opinion

The old logo definitely looked like a very small roaster or a catering company for the capitol employees — Montpelier is the capital city of the U.S. state of Vermont. The coffee bean in the “O” killed me. The new logo takes the area code of the location and states it simply and boldly in a serif font. Arguably, it doesn’t need the distressed grunge texture but I can see how it’s tempting to add it and it looks particularly good in the packaging. Also, since the distressed aesthetic is far behind us as a general trend this stands out from the ultra crisp identity that is today’s norm. The Capitol Grounds badge, which now serves as the logo for the still-active Capitol Grounds company, is a groovy addition on the packaging. The ultimate sign of success though is the attention-grabbing shelf presence the new packaging has, even when competing against its own Bernie’s Beans : )

Your opinion…

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Logo Before & After
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About

Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

UnderConsideration is a graphic design firm generating its own projects, initiatives, and content while taking on limited client work. Run by Bryony Gomez-Palacio and Armin Vit in Austin, TX.

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