Caffè Umbria is family owned roaster located in Perugia, IT, Seattle, WA, and Portland, OR. The family comes from Perugia where the Arco Etrusco is a famous landmark—a rendition of the building was used in the original identity but the execution wasn't very compelling. The equity of the building was kept in the new logo, but updating it to a bold, simple graphic helped to elevate and modernize the mark. I created a custom wordmark based on references from several photos of old Perugia provided by the family. Work completed while at Tether Inc.
Taking cues from modern Italian culture—exuberant, bright, sophisticated—I created a color-coded system that reflects the personality of the coffee makers and their coffee. The geometric shape wraps the entirety of the bag, asking the viewer to interact and turn it over to read every panel.
The intent for production was to use their existing silver bag, add a gloss varnish to the negative areas, and put a matte varnish over the color to provide some texture and contrast on shelf.