Equator Coffees
Equator Coffees’ 2024 Seasonal Blend Campaign
Description: Equator Coffees’ 2024 Seasonal Blend Campaign was a vibrant expression of seasonal storytelling through design, featuring four distinct blends: North Star Blend, Super Bloom Blend, Golden Hour Blend, and Holiday Blend. Each blend was brought to life through custom artwork that captured the spirit of the season, the origin of the coffee, and our commitment to sustainability and community engagement.
Our 2024 Seasonal Campaign was crafted in collaboration with a diverse group of talented artists, each selected for their ability to embody the essence of the blend’s inspiration while maintaining a visual connection to the coffee’s origin, giveback project, or our local community. This year’s designs were as bold and dynamic as the stories they represented, offering a fresh take on seasonal coffee packaging while staying true to Equator’s mission that coffee can be a force for good.
Seasonal Designs:
North Star Blend (January–March): Designed by Brooklyn Bell, a queer BIPOC skier, mountain biker, and artist from the Pacific NW, this packaging brought the quiet, winter landscape of Mount Tamalpais to life. The “North Star” served as both a symbol of guidance and a beacon of hope for the new year. The design featured fog rolling over the mountain peaks, with a rare dusting of snow, evoking a sense of reflection and possibility. The accompanying diner mug extended this theme with simple, classic visuals. 5% of sales from this collection supported sustainability education for children in the coffee-growing region at Fazenda California, Brazil, raising a total of $3,417.35 USD.
Super Bloom Blend (April–June): Jun Ioneda, a queer-identifying multidisciplinary artist from São Paulo, Brazil, captured the awe of California’s rare super bloom, pairing vibrant bursts of poppies and desert lilies with Equator’s tiger logo. The playful yet sophisticated design was crafted to highlight the season’s celebration of Earth Month and Pride Month. Alongside the custom coffee bag, the collection featured a matching tumbler and canvas tote. 5% of sales from this blend funded basket weaving classes and financial literacy training for women at Burundi’s Turihamwe Washing Station, raising a total of $4,620.55 USD.
Golden Hour Blend (July–October): Designed by Jill De Haan, an illustrator, letterer, and woodcarver based in upstate New York, this packaging exuded the warmth of summer’s golden hour, using rich earth tones and intricate illustrations of Honduran flora and fauna. The artwork celebrated the Honduran coffee farms at the heart of this blend, offering a moment of reflection and optimism as the day transitioned to dusk. The campaign also featured a sleek, limited-edition bottle and instant coffee packaging. 5% of sales went toward training and technical assistance for members of the COMUCAP women’s cooperative in Honduras, raising $4,294.43 USD as of September 2024.
Holiday Blend (November–December): Laurène Boglio, a French illustrator and award-winning Art Director who lives in New England, brought a touch of nostalgia to our Holiday Blend packaging, illustrating a cozy morning scene at Equator’s flagship cafe in Mill Valley, CA. This design invited customers to reconnect with loved ones and enjoy the simple pleasures of the season. The accompanying ceramic mug featured elements from the design, making it the perfect addition to any holiday gathering. 5% of sales from this blend will help fund school desks for children at Suke Quto in Ethiopia, with the total raised still to be determined.
Across all these seasonal designs, we ensured that each product not only stood out on the shelf but also carried a deeper connection to the communities we partner with at origin as well as at home. From sustainable sourcing to vibrant, artist-driven designs, Equator Coffees’ 2024 Seasonal Campaign honored our commitment to producing exceptional coffee while supporting impactful community projects.
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