DIELINE AWARD WINNERS REVEALED

Lineage Coffee Roasting Packaging Blends Lunch Box Aesthetics With Five-Star Restaurant Branding

by Chloe Gordon on 05/03/2022 | 2 Minute Read

Poolboy Studio worked with Orlando-based Lineage Roasting to design a new coffee bag. The designers fused an approachable aesthetic with a luxurious one, creating an unconventional coffee bag shape with clean aesthetics. It's simple, modern, and sleep, especially with the oversized logo and playfully colorful descriptive sticker.


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As one of Orlando’s most beloved coffee shops, Lineage Roasting was long overdue for a new coffee bag design. They tasked Poolboy with creating a new packaging system for their retail coffee bags, something that reflected their values and that people would get excited about.

Lineage believes coffee should be as familiar as a brown bagged lunch, but as special as a Michelin Star meal. As a coffee shop and roastery they are extremely considerate with their coffee and obsessively detailed, but it’s important to them that they aren’t portrayed as snobs within the industry. They’re a small team and make sure to personally visit each farmer they work with to understand exactly how and where their coffee is grown.

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It was important for Lineage to be able to communicate and educate the customer about the specific details that make each roast special while also sharing tips for grounds to water ratios etc. So we decided to lead with the most important info and keep it visible while the rest of the info is hidden underneath the large logo-cladded folds of the bag. This resulted in a clean design system that also creates a surprise-and-delight moment for the customer as they open up the bag to find more detailed info waiting for them.

For their bags they wanted something that could portray all of this, felt timeless, upscale, but also approachable and understated. They needed a system that could allow them to stay nimble as they interchange flavor profiles depending on the different varietals and blends they use throughout the seasons. The solution was a compostable bag with a unique shape. The bag, made by Biotre, is made from 60% (by weight) renewable plant based resources. 60% breaks down in to healthy compost using processes from OECD and conditions taken from ASTM standards. The unconventional shape allows for easy pouring and re-sealing, is striking from the shelf and is given a simple visual design system that allows for multiple roast flavors to be interchangeable via sticker label.

Editorial photograph
Editorial photograph
Editorial photograph

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