founded in 1995 in Durham, North Carolina, is a specialty coffee roaster known for its commitment to quality, education, and sustainability. The company sources high-quality beans through direct trade relationships with farmers, paying premium prices to support ethical and environmental practices. Beyond roasting, Counter Culture operates training centers across the U.S. that offer coffee education for baristas and consumers alike. Widely regarded as a leader in the specialty coffee industry, Counter Culture continues to balance growth with its mission-driven approach to responsible coffee sourcing and education.

This project focuses on reimagining the existing Counter Culture Coffee packaging to create a more sophisticated and elevated design that reflects the brand’s commitment to quality and sustainability. The goal is to maintain the company’s recognizable identity while introducing refined visual elements such as a more minimalist layout, elegant typography, and a richer color palette. By enhancing the tactile experience through premium materials and subtle finishes, the new design aims to convey a sense of craftsmanship and transparency that aligns with Counter Culture’s values. Overall, this redesign seeks to modernize the brand’s packaging while appealing to a more design-conscious and upscale audience.

Counter Culture Coffee