Is decaffeinated coffee finally ready for the limelight?

Heist, designed by Gander, takes the least popular form of coffee somewhere far more cinematic than it’s been before. Inspired by classic heist films and title sequences, the smoky translucent pouch, oversized HEIST lettering, and compact roast labels feel more like credits and clues pulled from a crime thriller than just another CPG label.

Fiery orange-red and icy blue distinguish the Smooth Talker and Blueprint offerings, giving each roast its own character while the black, white, and hazy brown foundation keeps the system sleek and premium. There are no decorative illustrations competing for attention; instead, the design relies heavily on typography to tell the story, mixing commanding display type with tiny utilitarian details that recall production marks and movie credits. It taps into CPG’s current appetite for highly specific cultural references, but gives decaf coffee something refreshingly different by giving it a more mysterious allure.