The overall imagery of the packaging reflects how there is a community built in coffee shops, and coffee lovers are often creative people, who love art, photography, film, etc. This branding caters to those who seek more from their life— with the eye catching bold green color and the intriguing imagery that wraps around and into the packaging. Sustainability also plays a key part into the identity, where the screw cap glass bottle are perfect for refilling on the next visit to the coffee shop, and the recycled cardboard and plant based ink more environmentally friendly.