Shade Coffee is a brand concept for a coffee company that specializes in ethical coffee agriculture and production. The product line includes iced coffee made with minimal, all natural ingredients. The business sheds light on the social inequities and environmental damage caused by large, commercial coffee companies. My role was to design the company logo and brand identity, and to design the packaging for their bottled iced coffee.
I wanted the branding to expresses the rebellious, home-grown, activist ethos that reflect the company values. I designed the labels to resemble analog printing techniques. For example, the black illustrations reflect a style used in linocut printmaking. This is a nod to the long tradition of print making in Latin America, where SHADE sources its coffee. The bottles' packaging informs consumers about issues in the coffee industry and encourages them to be mindful of their purchases. The labels highlight the economic instability as well as the ecological degradation caused by conventional coffee farming.