Pairing extraordinary coffee with extraordinary packaging is what Coffee Design is all about—and on this installment we are delighted to feature Look Alive Coffee’s brand-new look for limited releases and extra-special offerings. It’s so special, in fact, each package contains a work of art you can send to a friend (yes, it’s also a postcard).
To learn more, we spoke with Kelly Packard from Look Alive Coffee.
What was the inspiration behind this design?
The idea came from wanting to bring together the things that have always influenced Look Alive: art, design, music, and punk/DIY culture.
At its core, Look Alive is about inspiring the pursuit of fulfillment, staying curious, and embracing self-expression. We wanted the packaging to reflect that philosophy and feel more like opening a small piece of art than simply opening a bag of coffee.
Who designed it?
The packaging was designed entirely in-house by Kelly Packard, our co-owner and designer. We wanted the process to be deeply connected to the brand itself rather than handing the project off to an outside agency. That allowed us the flexibility and creative freedom to explore, experiment, and keep refining the packaging until it was exactly how we envisioned it.
From first vision to final product, how long did the design process take?
The entire process took about seven months. We spent a lot of time fully exploring the concept, working through the structural design of the box and how all of the components would fit together, and thoughtfully developing the details of the unboxing experience. There were a lot of iterations along the way, but that time allowed us to be intentional about every part of the final package.
Tell us about some of your favorite design details.
The photography is definitely one of our favorite parts. Each coffee features a different photograph from a photographer we’ve partnered with, with the backside of the image doubling as a postcard that can be kept, displayed, or passed along. It gives us the opportunity to continually introduce new artists and imagery and keep the packaging evolving. We love the idea that the coffee might be gone in a couple of weeks, but the artwork can stick around much longer.
We also love the tear strip. When you open the box, it reveals our signature green and our tagline “Play For Keeps.” It’s this little moment of surprise, but it ties directly into what we believe as a brand: taking the things you care about seriously and investing in the things that make you feel alive.
How does the package design reflect the company’s overall branding and messaging?
The packaging reflects the same values that have always shaped Look Alive: creativity, self-expression, curiosity, and a willingness to do things a little differently. We’ve never wanted to fit neatly into what a coffee brand is “supposed” to look like, and the packaging gave us an opportunity to express that in a very tangible way.
We wanted it to feel creative and unexpected without losing the sense of intention behind it. The box gives us a consistent foundation, but what happens within it can change and evolve. We can feature a new photograph, introduce a limited-release coffee with a hand-screen-printed postcard, or incorporate other unexpected details. That flexibility allows us to keep experimenting and bringing new ideas into the brand.
Ultimately, we wanted the packaging to feel like something you discover rather than something you simply open. It’s meant to spark inspiration, highlight creative work, and give people something they might want to keep or share. In the end, it feels less like packaging and more like an extension of Look Alive.
Are there key elements of the packaging meant to educate the consumer?
Yes. Each box includes a label that states the producer, origin, process, roast level, and tasting notes, but we also use the packaging to introduce the photographer behind the artwork on the postcard. We wanted the consumer to be able to discover something beyond just the coffee itself.
Are any of the packaging materials recyclable or compostable?
Yes, the outer box is fully recyclable.
Where is it available to purchase?
Our 250g boxes (and other sizes) are available directly through our website (lookalivecoffee.com) and through our wholesale partners at cafes, restaurants, and other retail locations.
Thank you!
Get your hands on a box of Look Alive Coffee from their official website.
The Coffee Design feature series in 2026 is presented in partnership with noissue.
