New England Coffee Refresh
Proposed work for New England Coffee. Below are three directions we proposed using mood boards. Still in production.
ART DIRECTION
DESIGN
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Agency / Sally Morrow Creative
CD / Sally Morrow
DIRECTION 1
Current +
The client asked us to “plus” the current brand and packaging.
We retained the key design elements—including the large round logo, illustrated landscape, and flavor scale—while modernizing their look to create a contemporary aesthetic that still honors the brand’s heritage.
DIRECTION 2
Heritage
This concept draws inspiration from New England’s rich outdoor heritage, resulting in a design that feels warm, familiar, and well-crafted—blending tradition with a modern twist.
DIRECTION 3
Transparency
With a minimal color palette and clean typography, this concept distills the brand to its essence—evoking a no-fuss, handcrafted aesthetic that prioritizes quality and craftsmanship.
Some found art elements borrowed for proof of concept before client approval.