The brief
Meridian roasted exceptional coffee but looked like everyone else on the shelf. Wholesale margins were shrinking and the direct-to-consumer channel was flat. The brief: make the origin story impossible to miss, and make the bag the best salesperson in the room.
The approach
We repositioned Meridian around a single idea — traceability as luxury. Each origin got its own numbered label system, a restrained serif wordmark, and a colour code drawn from the roast profile rather than clichéd landscapes. The identity was stress-tested in real retail lighting before anything shipped.
The outcome
Within six months of launch, direct-to-consumer revenue more than tripled and repeat purchase climbed to 38%. The packaging won a regional design award — but the metric Meridian cares about is simpler: people now photograph the bag before they open it.