The Colors of Coffee: Behind Our New Bag Design
We spent the last five months working on a bag. Not because the old one was broken, but because it had been the same matte black sticker-on-top bag since the early days, and we were ready for something that actually looked like us.
Today, we're launching the new 12 oz.
It's a redesign that's been a long time coming, and there's a lot packed into it: a new look, a new shape, better materials, longer shelf life, and yes, a lot of color. Here's what went into it and why we landed where we did.
A whole new look, designed in Brooklyn
The most obvious thing first: the bags are colorful now. Each one in the 12 oz lineup gets its own color story, designed to reflect the character of the coffee inside. (If you've spent any time with us, you already know we approach flavor a little differently around here. More on that in our Color of Coffee piece if you want the long version.)
Our CEO designed each bag here in Brooklyn, working through swatch after swatch until the lineup felt right both on the shelf and on your kitchen counter. The goal was simple: make each coffee easy to spot at a glance, half asleep, pre-coffee, from across the room. No more squinting at a sticker.
We wanted the lineup to feel like a family, not a uniform. Same outline, different personalities. (Sound familiar? It's a little nod to our logo, and to Brooklyn itself.)
Better for the planet
Sustainability was non-negotiable. If we were going to redo the bag, we were going to redo it right.
The new packaging uses less material overall and generates less waste than what we had before. It's a small change at the unit level, and a meaningful one when you multiply it across every bag we ship.
It's the same logic that runs through how we roast (our Loring uses about 80 percent less energy than a traditional roaster) and how we run our HQ at the Brooklyn Navy Yard. The bag is just the latest piece of that bigger picture.
Why 12 oz
We package in 12 oz portions because it's the size that actually fits a real coffee-drinker's week.
About 20 cups, give or take. If you drink two hearty cups a day (a lot of us here do), that's roughly seven mornings per bag. Enough to settle into a coffee, not so much that it starts losing its peak before you finish.
It's the perfect refill rhythm. You'll still find our other sizes where you've always found them, but 12 oz is the one we built the new bags around because it's the one most of you live with.
Easy to tell apart, easy to choose
One of the small problems with the old bag (and with a lot of coffee packaging, honestly) is that everything kind of blurs together. Black bag, black bag, black bag, sticker, sticker, sticker.
The new lineup fixes that. The colors do real work on the shelf: a bright, juicy single origin doesn't get the same wrapper as a deep, chocolatey espresso blend, and you can sort the whole lineup with your eyes from across the room. Walking into one of our cafes, scrolling through our shop, or rummaging through your own pantry, the right bag jumps out.
We think it makes choosing a coffee feel a little less like a quiz and a little more like reaching for your favorite color.
What stays the same
A few things that didn't change, in case you were wondering:
The coffee. Same roasts, same beans, same people monitoring every batch.
The sizes. 12 oz is the headline today, but our other sizes are still in the lineup (with a new 5lb bag design coming soon!)
Our prices. The redesign is on us.
Come grab one
The new 12 oz bags are rolling out now across our coffee lineup, online and in our cafes. Come grab one, tell us which color is your favorite, and if you end up with the full rainbow lined up on your counter, we'd love to see it. Tag us.
Same coffee. Better bag. A lot more color.