Launched in 2011, Stumptown Cold Brew is a range of packaged coffee created by Stumptown Coffee Roasters after having it offered as an option at their retail locations. Presented in bottles (affectionately referred to as “stubbies”), cans, and cartons, Stumptown Cold Brew is now widely available in national retailers, online, and, obviously, at Stumptown cafes in a variety of flavors and finishes, including a carbonated, sparkling rendition. The very detailed story of how the Cold Brew came to be can be found here. Recently, Stumptown Cold Brew introduced a new packaging system designed by Seattle, WA-based Column.
The primary goal for the redesign was to amplify the Stumptown brand name while retaining the spirit of the original packaging.
The new mark is inspired by hand-painted signs found at Stumptown cafés blended with elements of the original packaging.
The old logo had Stumptown’s signature quirkiness and don’t-give-a-fuckness but it certainly lacked sophistication even within the realm they operate in — don’t forget Stumptown gave us Hobo in high dosages. The new logo is a much more handsome rendition of the roaster’s name while still showcasing plenty of personality. The one strange thing — and perhaps it’s not necessary — the logo doesn’t include “Cold Brew”. I get it completely that the packaging will always say “Cold Brew” and the logo is meant to inform the buyer of who this cold brew is from but I imagine there might be instances where a logo would be needed that says “Stumptown Coffee Roasters Cold Brew”. Nonetheless, a lovely script logo.
We created a custom illustrated seal to express quality and heritage. The Horseshoe has been with the brand since inception — representing their motto of “Good Luck”.
The old bottle packaging was good… again, kind of operating on the same premise of not trying too hard and looking like something you would buy at a general store down in some remote highway. The new bottles do try a little harder but it’s for the better as there is a great refinement to the design and the integration between the shape of the bottle and the design on it. The angled logo somehow accentuates the funky shape of the bottle better than before and the typography is crisper and more functional. The seal looks fantastic on the caps.
The can versions are super nice with white as the background offsetting a tasty color palette and the gold rims of the cans work to top it all off while matching the gold strokes used in some of the design elements.
Even these cartons are killer. Every little detail has been so well considered in the limited amount of space available. I love how the seal bends over the crease.
Overall, and perhaps needless to reiterate, this is a great redesign and extension of the bottle aesthetics across very different structures (cans, cartons, tap handles) that keep the authenticity of Stumptown and add a great patina of refinement.