Illustration and design depicting a lumberjack leaning on chainsaw, amongst pine trees, and used as a sign for Duluth Trading Co.'s Duluth Tradesman's Blend coffee. Design by Michael Kerwin; trandsman illustration by Duluth Trading Co.

A STRONG PRODUCT IDENTITY

When Duluth Trading Co. acquired a new retail location in Port Washington, WI., it came with a little diner/coffee shop which they decided to keep in operation and update with the Duluth visual brand. As part of the update, I was asked to help reposition the visual look of the coffee packaging, which was renamed “Duluth Tradesman’s Blend”. What follows are three different labels, a point of purchase sign, and messaging.

Packaging design for Duluth Trading Co. by Phonographik
Duluth Trading Co. coffee package labels

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.

Credits: Duluth Trading Co., tradesmen illustrations

Ilustration and design depicting a lumberjack leaning on chainsaw, amongst pine trees, and used or Duluth Trading Co.'s Duluth Tradesman's Blend coffee. Design by Michael Kerwin; trandsman illustration by Duluth Trading Co.
Duluth Trading Co. coffee package tagline