For Immediate Release — New York, NY — September 11th, 2014
— Counter Culture Coffee
is pleased to unveil a new look for its products, with bold, colorful designs and biodegradable packaging—along with new product names for four of its six year-round coffees. Debuting on Friday, October 3rd, the update reflects the company’s continual evolution as an innovative coffee roaster—a leader within the specialty coffee industry for nearly two decades—and serves as the centerpiece of an overall aesthetic up-fit for Counter Culture that brings greater cohesion to the various facets of their business.
The company will rebrand some of its popular year-round products—replacing the rustic names of Toscano, Rustico, Farmhouse, and Farmhouse Decaf—with contemporary names that better embody the sensibilities and humor of its leadership team:
- Toscano becomes Big Trouble – Big Trouble, now outfitted in a bold green bag with an undulating icon, offers nutty, caramel flavors which may seem easy to bring out, but it’s actually one of the most challenging for Counter Culture to source—hence the name—because clean, sweet, low-acidity coffees from small-scale farms can be hard to find.
- Rustico becomes Hologram – Hologram, now outfitted in a violet package with a geometric half-burst pattern, is in many ways an updated Mocha Java flavor profile. Fruit-forward and chocolatey flavors in this coffee combine to create something distinctly complex. These coffees especially reflect the tremendous work put into improving dimension and clarity.
- Farmhouse becomes Fast Forward – Fast Forward, now in a clean light blue bag with a zig-zag icon to distinguish it, combines similar coffees from different harvest periods, which makes for easier enjoyment of fresh coffees throughout the year. Bonus: Fast Forward allows Counter Culture to work with emerging coffee projects.
- Decaf Farmhouse becomes Slow Motion [decaf] – For Slow Motion, now in a red package with a zig-zag opposite of Fast Forward’s icon, Counter Culture starts with the same high-quality coffee used for any other year-round offering and decaffeinates it in small batches via chemical-free water processing.
The smoky, full-bodied Number 46 coffee simplifies to Forty-Six and is outfitted in a teal blue bag, and the beloved bright Ethiopian coffee-inspired Apollo will keep its name, and will be in a fitting bright yellow package.
“Our goal was to better communicate the core values that have guided Counter Culture for almost 20 years, while presenting a more contemporary and cohesive look,” says Counter Culture President Brett Smith. “I am happy to say that the final product more than accomplishes this goal. The bright colors, updated names, prominent roast date, and transparent coffee information—all in more sustainable packaging—are a great combination of the old and the new.”
Conceived and developed by Counter Culture’s in-house design team, with work beginning in earnest in February 2014, the rebrand progressed at an accelerated pace. Each year-round product will have its own design variation for 12-ounce packaging, and all single-origin coffees—representing dozens of countries and farms—will go into a single bag design with differentiated labeling unique to each origin. Each vibrant, eye-catching color used is representative of a year-round product or single origin coffee, allowing buyers to easily distinguish the varieties, and each product has a unique texture and icon that is representative of that coffee. Additionally, the roast date appears in a more prominent location on all bags, further underlining Counter Culture’s commitment to quality and transparency.
All 12-ounce whole-bean bags will be made of Biotre
film, a material created by Pacific Bag Inc. at the forefront of sustainable, biodegradable packaging initiatives. Up to 60 percent of the material comes from renewable resources—shown to break down in well-managed compost environments in approximately 90 days—with the remaining materials breaking down in five to 10 years in a landfill.
Counter Culture is committed to being carbon neutral—having begun purchasing off-sets and working toward reducing consumption since 2011—which requires annual measurements of carbon activities from roasting coffee to facility energy consumption and beyond. Counter Culture’s strong relationships with the farmers and communities who create their coffees are yet another facet of their business that epitomizes their commitment to environmental, social, and fiscal sustainability.
About Counter Culture Coffee
Since 1995, Counter Culture Coffee has been dedicated to finding and bringing to market the most exciting and delicious coffees in the world. The North Carolina-based roaster sources its beans from farmers with whom they have long-term relationships. The company’s vision is to pursue coffee perfection by developing partnerships dedicated to environmental, social, and fiscal sustainability throughout the coffee supply chain—from farmers to consumers—and by creating cutting-edge coffee people through their Counter Intelligence coffee education curriculum. Counter Culture has eight state-of-the-art training centers across the country with locations in New York; Chicago; Boston; Washington, D.C.; Philadelphia; Asheville, NC; Atlanta; and Durham, NC, and a new training center and roastery set to open in Emeryville, CA, later this year. Served in more than 200 of the country’s top restaurants, Counter Culture Coffee is also available in coffee shops, specialty grocers, and online at counterculturecoffee.com.