When refreshing New Mexico Piñon Coffee’s old “single serve pod” packaging (K-Cup is actually a trademarked term that companies aren’t allowed to use if they aren’t actually packaged by Keurig), I wanted to do something that would stand out on the shelf.

Eschewing the standard coffee tropes of browns, greens, and neutrals, I took the opportunity to look at colors that had ties to New Mexican history and culture.

By keeping the typography and element usage the same across the different flavors, I was able to create a cohesive brand identity even with boldly different coloration on each package.

Of course, I also added a jack-o'-lantern to Pumpkin Spice, because fall is for Halloween.