2nd Annual Sprudge Design Awards Semi-Finalists: Outstanding Packaging, Seasonal / Limited Edition

Joe Coffee Company

While great coffee is our passion year-round, the holidays offer a special opportunity to celebrate everything we love about it with a selection as festive as the season itself. Our annual holiday coffee, Rockefeller, embodies this spirit—comforting, warming, and sure to delight everyone gathered around your holiday table. Over the years, Rockefeller has evolved from a simple label to a fully designed bag, inspired by a vision of New York during the holidays that goes beyond the typical scenes of taxis and skyscrapers. Instead, we wanted to capture the local charm—the bundled-up kids, the cozy glow from cafes, and the moments of people coming together to celebrate. Amid the holiday hustle, Joe Coffee is there to serve warmth to the Village. The beautiful illustrations by Aly Miller bring these scenes to life with incredible detail.

This coffee is packed with the seasonal flavors we crave as winter brings us closer together. It starts with the sweet, rich notes of dried fruits like dates and papaya, moving into layers of candied nuts, baking chocolate, and butterscotch. A lively pop of red apple acidity runs throughout, adding an extra bit of cheer to every sip.