Seattle's Best looks better
Seattle’s Best Coffee, part of Starbucks Corp., is changing the coffee category with its new “Level” system. Designed to simplify the shopping experience, the packages are numbered and color-coded according to the coffee’s taste profile, from a mild, light Level 1 (yellow) to a bold, dark Level 5 (purple). Consumers can also choose from a decaffeinated blend, organic fair trade certified blend and flavored coffees cinnamon (marked “C”) and hazelnut (marked “H”). The new look is by design firm Creature.