In the nineties, at the peak of second-wave coffee, Seattle-based Starbucks was just starting its Genghis Khan-like campaign across the coffee-drinking world.

A lot has since changed for the ‘Bux, including how it sells whole beans, which were previously hand-scooped in-store, tied up tight by the seldom surly barista, and marked with a colorful and fanciful sticker to identify the contents inside. That small sticker, slightly bigger than a 2×2 grid of USPS stamps, had to communicate what was distinctive about that particular blend or single-origin roast.

Nowadays, the bins full of coffee—and the wonderful smell that comes from them—are gone from Starbucks’ stores, replaced with pre-packaged coffee shipped and placed in-store like another piece of merchandise. On the plus side, it offers an opportunity to use the whole bag to tell the beans’ story. And for the first time in a decade, Starbucks has redesigned them.