"ROCKET FUEL:
​A HIGH OCTANE PACKAGING REBRAND"

  Petaluma Coffee and Tea approached us to replace their generic packaging with a standout product line. The creative direction centered on tarot card aesthetics, utilizing original graphics to visually differentiate each roast profile

Mission Control

  After aligning on a shared stylistic vision through a preliminary mood board, we were ready to launch.

1) Launch Pad (Brand Color Palette)
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  We selected a palette of midnight blue and warm, rich gold. These exact colors mirror the coffee roasting machine at the heart of their physical location. Blue-violet and orange-yellow sit directly across from each other on the color wheel, making them ideal complementary colors. A matte dark and a foil light provide maximum contrast. 
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2) Count Down (Layout and Hierarchy)

  Next, we designed the bags using legacy brand elements and established a clear hierarchy of information.

  The client was initially undecided between using a single, blank template bag with product stickers or opting for fully printed custom bags. Because we chose to print using premium foil embellishments, I advised incorporating the foil directly into the artwork and going with fully printed bags.

  However, to keep their options open, I designed a universal layout compatible with both approaches. This blank template solved their immediate problem by giving them the flexibility to use stickers for their rotating, in-house seasonal blends. With the foundational layout locked in, we were ready to build out the core retail product line.

3) Blast Off (Artwork Creation)

  We then moved into the illustration phase for each individual roast profile.

​  We began by exploring ideas through four pencil thumbnails per product, evaluating the directions side-by-side with the client.

  Once a final concept was approved, we created the production-ready vector art for each label, structuring the files to maximize the impact of the gold foil printing.

4) Orbit (Finalize label and product color ways)

  We then placed the artwork and built out the rest of the hierarchy of text. Working with the customer we chose unique colors that fit with the flavor profiles and imagery. 

5) Bringing It Home (Brand Unity and Secondary Assets)

  To tie the entire product line together, we extracted illustrated elements from the five core art pieces to create a cohesive, repeating wallpaper pattern for the sides of the bags.
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  This secondary asset not only unifies the initial packaging rollout but was also strategically engineered for seamless integration across future branding and marketing materials.

6) Kiss the ground (The Final Product Line)
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Here is a look at the finished packaging lineup—bringing together custom tarot artwork, rich brand colors, and premium gold foil detailing across the entire product family.

7) Bonus (Apparel design.)

We then utilized the designs for a 3 color way screen printing run that proved cost efficient. 

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