Seattle’s Best Coffee, part of Starbucks Corporation, 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 varieties - cinnamon (marked “C”) and hazelnut (marked “H”).  

Launch
December 2010

Package design
Creature, www.welcometocreature.com