The past is a foreign country, and 30 years is a very long time by any measure. Counter Culture Coffee was founded in 1995, and this year they’re celebrating a 30th anniversary with a special limited-edition release of Field Trip Blend. The package was designed by Counter Culture Coffee’s Creative Director Amanda Hakanson-Stacy and Designer Yejung Park, and easter eggs abound.
“Tidbits about our history are scattered throughout the box,” says Hakanson-Stacy, “highlighting some important Counter Culture moments over the past 30 years. A QR code also takes you to a very fun, interactive web experience with more 30th-anniversary fun, including a vibey 1995 playlist by Katie Carguilo.”
We spoke with Amanda Hakanson-Stacy to learn more.
What was the core inspiration behind this design?
I always want Field Trip to be extra playful and engaging because it’s a celebration of education, so I leaned into that vibe with this box design. I’m way into the cute, throwback characters that continue to be trendy in design, and our designer, Yejung Park, had a bunch of them on her mood board for this box, so this is an exploration of that. I started drawing cute things and thought, “Omg, what if they were in SPACE!?” Who doesn’t love a space moment?
From first vision to final product, how long did the design process take?
It’s hard to quantify because these products take so much work from so many people.
Tell us about some of your favorite design details.
Honestly, it’s pretty hard to pick. This box was so fun to design! I’m a big fan of the alien buddy on the top of the box, the skateboarding Earth, and the little cup riding the fiery tail of a coffee bean comet.
How does collaboration play a role in your design process?
We usually have so much going on, and we have a small team, so there isn’t time for more than one designer to work on a project, but we bounce ideas off each other and brainstorm as a team. We have a Google Chat that we use for feedback as we are designing things. As the CD, I try not to design things like this anymore, but it was one of those “Oh shoot, this has to go to the printer this week” moments, so I opened up the mood board our designer Yejung made for this box, and I just knocked it out.
When did it launch?
Field Trip launched on 1/3 and will be around until 4/18.
Is the design optimized for shelf presence? How does it aim to stand out?
I always consider shelf presence when designing packaging. This design aims to stand out by using fun illustrations, bright colors, and bold fonts. I also considered the information hierarchy and the legibility of the most important words from a distance.
How does the package design reflect the company’s overall branding and messaging?
Counter Culture’s branding is playful, colorful, informative, and approachable, and this box embodies all those elements. One of our core pillars is education, and this box celebrates that commitment.
Are any of the packaging materials recyclable or compostable?
The box is recyclable. Yay, cardboard!
Where is this available to purchase?
Field Trip is available on our website (counterculturecoffee.com) and in some grocery and wholesale locations.
Thank you.
Zachary Carlsen is a co-founder and editor at Sprudge. Read more Zachary Carlsen for Sprudge.
