Coffee Pour Favor's wife and husband team, including Playstead's founder, transitioned from highlighting domestic specialty coffee companies to revealing inequities at the heart of the industry—production. Clichéd decorative treatments that exoticize cultures abound. They wondered how recontextualizing the industry's value chain by truthfully dignifying producers as its lifeblood would affect consumer perceptions and purchase decisions along with its impact on the future of coffee.
Our mission was to determine the appropriate medium to share producers' stories in their voices without Western perspectives. Playstead built Coffee Pour Favor's visual identity from the ground up, beginning with a packaging concept that showcases individual producers' stories throughout its panels as their hero product—it's an ideal means to get into the hands and minds of coffee buyers. The design is culturally dense, so each package respectfully depicts its producers' way of life.
CQ67Creative Quarterly Journal
Creative Quarterly 67Winner, Creative Quarterly
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