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Over the last decade, the coffee category has undergone dramatic changes, with competition heating up as local, artisan coffee shops have appealed more to younger consumers than large-scale chains. Now, to win over those younger consumers, one of those chains, Peet’s Coffee, is refreshing its brand identity, packaging, in-store displays and introducing new products (like Peet’s Cold Brew) with help from branding and design shop Character.
“Peet’s was in the forefront of the second wave of the coffee revolution and pioneered the craft coffee segment,” said Tish Evangelista, creative director and principal at Character.