After the ramblings, we launched a program called Cultivating Thought, featuring 3-minute short stories from well-known authors such as Toni Morrison, Jonathan Safron Foer, and Judd Apatow.
We sourced a unique illustrator to bring each story to life and established the design template and guidelines for them to work within. We also developed the user experience and design for the Cultivating Thought responsive website so our customers could read all the stories in one place. We photographed each cup at all angles so the package would rotate as the user scrolls down the page.
After 2.5 years having other people's stories on our packaging, we decided to tell our own again highlighting some of our best sourcing stories.
We set out to achieve the same humor and hand drawn quality that we established with the Passionate Ramblings, with a slight refresh. We learned that the large quotes on our Cultivating Thought packaging drew a lot of attention, so we used that insight to develop the concept Big Headlines, Little Wins. A large, illustrative quote on one side is meant to peak the customer's interest to read the full story on the other side, where we highlight some of the important, yet small details and decisions that go into sourcing our food, like soil health or sourcing beans in transition from conventional to organic.