Peet's Coffee Wants to Attract New Consumers With Brand Refresh While Maintaining Quirky Heritage

Inside the design process with creatives from Character

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.