22 coffees, 44 SKUs, one system on the shelf.

America Coffee Co. is a U.S. coffee brand that needed a rebrand able to carry its whole line: 8 blends and 14 single origins, each sold whole bean and ground. Every bag had to read as one company, and a shopper still had to find their coffee at a glance.

The decision I’d defend: whole bean and ground differ by a single line of text, so 22 designs cover all 44 SKUs. When the line grew to pods and 5 lb bags, the system took them with no new rules.