Duluth Trading Co. Coffee identity and sign

Duluth Trading Co. / Mount Horeb, Wisconsin

When Duluth Trading Co. acquired a new retail location in Port Washington, WI., it came with a small diner/coffee shop which they decided to keep in operation and update with the Duluth identity. 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.


• Design (product logo, package labels, store sign)
• Copy (tagline)

(Illustrations: Duluth Trading Co.)

Duluth Trading Co. coffee packaging
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

Duluth Trading Co. Coffee identity
Duluth Trading Co. coffee package tagline