Rochester, NY
Packaging Updates
Untold Coffee Lab
packaging
This project focused on evolving Untold Coffee Lab’s packaging into a more elevated and immersive experience while maintaining the elegance of the original brand. What began as a simple coffee bag expanded into a premium boxed presentation featuring redesigned labels and informational cards that highlight each coffee’s story and tasting notes. The packaging was designed for both high-end coffee customers and international coffee conference presentation.
55.8%
INCREASE IN EMAIL CLICK RATE
35%
IMPROVED VISUAL ACCESSIBILITY
20.9%
LIFT IN ONLINE PURCHASES
01 challenge
A major challenge was balancing innovation with familiarity. The redesign needed to preserve the existing visual identity while adapting it to an entirely new packaging format—from a standalone bag to a bag housed inside a premium box. Another challenge was ensuring each coffee felt unique while still remaining cohesive as a collection.
02 approach
The process involved close collaboration with Jesse Salzman and World Barista Champion Danilo Lodi to refine both the visual and physical experience of the packaging. Through multiple rounds of prototyping, I printed and assembled physical mockups to test sizing, layouts, and presentation details. I also explored several layout systems for the informational cards to balance storytelling, readability, and elegance.
03 results & reflection
✦ Redesigned luxury coffee packaging system
✦ Product labels and informational insert cards
✦ Premium boxed presentation design
✦ Social media marketing assets created from event photography
The updated packaging received recognition from companies and figures within the specialty coffee industry, including MTPak Coffee, Standart Magazine Japan, Janson Coffees, and World Barista Champions including Jane Reimers, Raul Rodas, and Mikael Jasin. This project strengthened my understanding of experiential packaging design and how thoughtful presentation can transform specialty coffee into a memorable, collectible experience.
