Can’t stop won’t stop. Every week we bring you The Dieline’s Top 10 packaging projects and articles to inspire and boost creativity, but why stop there? Our 5 Questions With series allows us to sit down with the best of the best here on The Dieline and dig deeper into these fascinating projects, from the design process to the biggest challenges. For our first ever article in this discussion series we’re chatting with Pavement, a San Francisco-based design and creative studio led by Michael Hester, about their work for their work on Peet’s Cold Brew Coffee.
1.Walk us through the design process that you went through for this project.
For this project the process started with understanding the client’s objectives for the product so we could create a design solution accordingly. The launch of this Cold Brew product line coincided with Peet’s 50th anniversary, so capturing that heritage and long standing brand recognition was crucial. At the same time, Peet’s was hoping to attract a younger millennial customer with this product, so it had to reflect an innovative aesthetic at the same time. We started by casting the net wide with a range of solutions, some leaning more brand focused, others leaning more innovative and unexpected. The client narrowed in quickly on one design solution in particular, then the process of fine tuning it and exploring all facets of the package ensued. With a project like this, no stone is left unturned.
