When Duluth Trading Co. acquired a new retail location in Port Washington, WI., a coffee shop came with it. To retain the authenticity of the previous coffee shop, Duluth kept the coffee and renamed it “Duluth Tradesman’s Blend”, requiring new packaging and advertising. What follows are three different labels, signage, and messaging.
Using visual elements from Duluth men’s clothing catalog (illustrations, typefaces, symbols, etc.) allows the packaging to retain Duluth’s unique brand appeal and conveys an industrial yet outdoorsy feel. The stoic nature of the illustrated men relate an authentic, hard-working confidence, while the tagline, “Wake Up Strong” reinforces that feeling with a “seize-the-day” attitude—at the same time reflecting the strength and robustness of the coffee flavor.

Credits: Duluth Trading Co., tradesmen illustrations

Duluth Trading Co. coffee sign
Packaging design for Duluth Trading Co. by Phonographik
Duluth Trading Co. coffee package labels
Duluth Trading Co. coffee logo and design
Duluth Trading Co. coffee package tagline