Art direction, website redesign, and content strategy

Peet’s prides itself on being the original craft coffee. But in the increasingly competitive coffee space, the brand was having a hard time differentiating itself from both mainstream and third-wave coffee retailers.

We came up with a strategy that would help Peet’s tell its rich history and how it stands out from other coffee makers: Expect More. From flavor profiles and in-depth look at argicultural sourcing, we set to showcase and position Peet’s as a pioneer of family-grown coffee.

Since day one, Peet’s has encouraged its customers to expect more from their coffee and from their stores. To begin telling this story, we overhauled, giving it a fresh new look and tone that would inspire customers to expect more from their entire coffee-drinking experience. 


Role - Art Director, Photographer