We believe the most vibrant parts of life are often the most ordinary.
Not the moments designed to be remembered, but the ones that simply happen. The in-between moments that don’t ask for attention, yet often stay with us the longest.
This belief shaped our 2026 packaging.
What We’ve Learned Through Specialty Coffee
Specialty coffee has helped people see coffee differently. It showed that coffee is worth caring about; that behind every cup is a supply chain of people, knowledge, and care stretching across continents. Coffee grown in places like Colombia, Guatemala, or Brazil making its way into a cup in the United States is still something we find remarkable.
That understanding matters.
Over time, though, specialty coffee also taught us something quieter: Coffee isn’t the center of the story.
People live full, complex lives, and coffee exists within them. It shows up in kitchens and conversations, on commutes and breaks, during work and rest. Coffee doesn’t need to be the center of those moments to matter. Often, it matters most when it simply supports them.
A Window Into Real Life
That perspective guided how this packaging was designed.
We thought about how we already experience other people’s lives - often through small windows, like photographs or phone screens. Those glimpses aren’t polished or complete, and that’s part of what makes them feel real.
The images on this packaging are crowdsourced and often shot on film. They aren’t meant to represent highlights or ideals. They’re small moments, captured as they were: familiar, imperfect, and human.
The goal wasn’t to make something that stands apart from life, but something that feels comfortable within it.
Why the Ordinary Matters
We believe the ordinary is where most of life actually happens.
Coffee belongs there - in routines, conversations, pauses, and shared time. Its role isn’t to compete for attention, but to quietly support the moments that already matter.
This packaging isn’t meant to draw focus to us. It’s meant to point back to the life you’re living.
We believe great coffee should make life feel fuller, not louder.
It should support presence rather than demand it.
And it should honor meaningful moments without trying to become the moment itself.
That belief shaped this packaging.
And it continues to shape the coffee we make.
