Archer Farms Coffee
Client: Target
Year: 2015 — 16


Target was the first mass-retailer to offer fair trade coffee to its millions of guests. As we know, coffee is a complicated category for guests to navigate; not only are there a number of cues that must be taken into account across flavor, roast and origin, but beans and single-serve cups also sit tightly packed, side-by-side on shelf.

We worked with our Target partners to develop a design system that tells a genuine story, bringing the inherent Archer Farms product and provenance qualities to life. We wanted to encourage guests to make easier comparisons between the range of products in the aisle.

The unified grid system at the top of each bag clearly indicates key attributes across name, flavor cues and origin. We invited a number of international illustrators to create a scalable, custom solution to showcase the varieties of coffee, emphasizing how and where the beans are grown —building on Target’s commitment to sustainable sourcing.

Design Director: Jules Tardy

Designer: Flora Chan
Account / Project Manager: Courtney Shares
CCO: Brian Collins

Illustrators: Adrian Johnson / Tom Haugomat

© Jules Tardy 2017