When Onyx Coffee Lab set out to redesign their iconic and award-winning 10oz retail packaging, it wasn’t because something was broken. It was because they believe something great can still be made better.
This wasn’t just about designing new packaging. It was about rethinking what packaging means in the context of specialty coffee. And more importantly, how it can serve as a storytelling tool, an educational platform, and a tangible expression of values.
Designing with Purpose, Not Just Preference
The process began over two years ago with a simple question: how can packaging better honor the coffee it holds?
From there, we explored every angle—form, function, material, narrative. The result is a fully reimagined 10oz packaging system that brings together sustainability, transparency, and beautiful design in one cohesive experience.
Key features include:
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A redesigned outer box, using a color-coded system to spotlight country of origin
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A custom transparent pouch, fitted with a one-way valve and resealable zipper
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Origin-specific info cards, each unique to the coffee it accompanies—offering detailed producer notes, brewing tips, and space for reflection
We didn’t just want to make something look good. We wanted it to feel like Onyx—thoughtful, forward-thinking, and rooted in a respect for every hand that touches the coffee.
Creative Execution Across Every Channel
Designing the physical packaging is only part of this story. A shift this significant required a creative launch that matched the ambition of the design itself—across brand, content, and culture.
Our creative team led the development of a wide range of assets to support the rollout, including:
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Product photography showcasing the new packaging system in high detail and clarity
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Video storytelling from launch films to process documentation and short-form content
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Social media assets designed to drive awareness and spark conversation across digital platforms
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Educational content tailored for both customers and wholesale partners
Every element was designed not just to inform, but to invite the community into the why behind the redesign—why the box changed, why the pouch is transparent, why storytelling belongs on the packaging itself.
Rolling Out a System, Not a SKU
Launching the new packaging wasn’t just a design moment—it was a brand evolution.
We worked in tandem across strategy, content, and messaging to ensure the transition felt seamless and inspiring. That meant thinking beyond the shelf:
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Web and product page redesigns to highlight new features
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Emails and educational graphics to help customers navigate the changes
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Retail and wholesale materials to keep partners aligned and excited
It wasn’t just about making an announcement. It was about building trust, excitement, and clarity at every touchpoint.
A Living Extension of the Brand
With this packaging system, every component is doing more—from sustainability to freshness, from education to user experience. But what makes this redesign truly special is how seamlessly it folds into the larger narrative of Onyx: a brand constantly evolving in pursuit of excellence.
As Specialty Creative Co., it’s our privilege to help shape that narrative—to take big ideas and make them tangible, beautiful, and impactful. We didn’t just set out to design a box, but a story you can hold in your hands.