Images from the packaging case study by Colony

Verve Coffee

cream coffee bags sliced by a regional diagonal

Verve runs its single origins on one matte Bean Cream (#f3f0e5) flat-bottom bag with a wide slab-serif wordmark centred in the upper third, a tracked 'coffee roasters' line under it, and a small white ruled data box below, like a specimen card. The only colour is a diagonal wedge rising from the lower corner across the bag, Latin Sky (#a9d0df) for Latin American coffees and Africa Coral (#d8665f) for East African ones, with a tiny line icon (tree or sun), the region name and three sourcing lines printed inside it in a darker shade of the wedge. Everything that changes per lot (origin, lot or farm name, process, variety, tasting notes, a two-word summary) lives in the box, espressos are marked by outlining the box in the wedge colour, and the shelf reads as two colour families of near-identical bags.

https://vervecoffee.com Explore the brand

Coffee & tea
Light pack
Colour-coded range
Heritage label
Bold typographic

Color Palette

Approximate colours interpreted from photography. These are screen references, not official brand colours or print specifications.

Pack body

Bean Cream
#f3f0e5
Matte cream bag body, the field for the wordmark and data box

Label

Card White
#ffffff
Ruled data box ground sitting across the diagonal edge

Ink

Roaster Black
#2a2826
Wordmark, data box rules and all box text
Coral Deep
#8a4a45
Darker coral for the region name, sun icon, sourcing lines and roast line printed on the coral wedge
Sky Deep
#4f7a8a
Darker blue for the region name, tree icon and sourcing lines on the blue wedge

Range coding

Latin Sky
#a9d0df
Diagonal corner wedge for Latin American origins
Africa Coral
#d8665f
Diagonal corner wedge for East African origins; also the outline of the espresso data box

Typography

Suggested visual alternatives, not confirmed brand typefaces. Any scale below is an illustrative estimate.

The wide capital wordmark is the largest element, with 'coffee roasters' tracked out beneath it. In the box the lot name is the biggest text, set in one or two lines of wide sans capitals, with tiny tracked capitals for origin, process, variety, tasting notes and the summary line. Region and sourcing lines in the wedge, and the roast and weight line at the base, are the quietest text.

Type scale

Estimated cap size as a share of the panel · Front of the 12 oz flat-bottom bag, about 230 mm tall

wordmark
5% · Bold · Display
VANTAGE
lot-name
3% · Regular · Headline
LA ESPERA
region-name
2.4% · Bold · Body
EAST AFRICA
origin-tag
1.5% · SemiBold · Label
SINGLE ORIGIN
summary
1.5% · SemiBold · Label
BRIGHT + SILKY
sourcing-lines
1.4% · Bold · Body
SEASONAL · DIRECT TRADE

Fonts

Display
Arvo
Looks like
Custom wide western slab, close to Rockwell Extended or Clarendon Wide
Type
Wide slab serif with a distinctive R
Weight
Bold
Case
Uppercase
Tracking
Open, about +8%
Fallback
Rockwell, Courier New Bold
The wordmark only, centred in the upper third.
Headline
Archivo
Looks like
Eurostile Extended, Neue Haas Grotesk Wide
Type
Wide grotesque (expanded width)
Weight
Regular, Medium
Case
Uppercase
Tracking
Open, about +4%
Fallback
Helvetica Neue Extended, Arial
Lot or farm name in the main cell of the data box, often broken over two lines.
Label
Archivo Narrow
Looks like
Akkurat, Neue Haas Grotesk
Type
Small tracked grotesque
Weight
Regular, SemiBold
Case
Uppercase
Tracking
Wide, about +12%
Fallback
Arial Narrow, Helvetica
'Coffee roasters' line, origin tag, country and region, process, variety, tasting notes, summary and roast line.
Body
Courier Prime
Looks like
Courier, Pitch
Type
Typewriter monospace
Weight
Bold
Case
Uppercase
Tracking
Normal
Fallback
Courier New, monospace
Region name and the three stacked sourcing lines inside the coloured wedge.

Structure & Proportions

Proportions

Purpose	Value	Preview
Wedge coverage	About 35% of the bag front, a triangle-trapezoid from the lower corner
Wedge angle	Rises from the lower left to the right edge at roughly 30 to 35 degrees	—
Wordmark width	About 60% of bag width, centred about 25% down
Data box width	About 45% of bag width, centred, straddling the wedge edge
Data box height	About 35% of bag height
Colours per bag	Four: cream, one wedge colour, its darker shade, black ink (plus white box)	—
Density	Open cream field with all detail packed into one small grid	—

Shapes

Element	Value	Preview
Region wedge	Diagonal colour block from the lower corner
Data box	Thin-ruled rectangle split into cells
Bag	Flat-bottom pouch with square shoulders
Region icon	Small round sun or tree line icon

Finishes

Matte paper-look film
Whole bag · matte
Flat printed white box
Data box on the front · uncoated

Formats and materials


Formats	Flat-bottom coffee pouch
Materials	Flexible film
Closures	Heat-sealed top, folded flat; flat gusseted base
Decoration	Diagonal colour block, Printed ruled data box, Thin-line regional icon

Front Panel

Schematic reading order. The diagram’s zone heights do not represent measured artwork proportions.

No applied label: a white ruled box is printed straddling the diagonal edge of the colour wedge, under a centred wordmark.

Zone	Content
Upper third	Wordmark and 'coffee roasters' line
Data box top	Single origin or espresso tag, country and region
Data box middle	Lot name, then split cells for process and variety
Data box bottom	Three tasting notes and a two-word summary in its own cell
Coloured wedge	Line icon, region name, sourcing lines, roast level and weight

Range System

Colour coding by growing region via the corner wedge, with every other element fixed; the data box contents change per lot, and espressos are marked by outlining the box in the wedge colour.

Colombia, Costa Rica, Honduras = light blue wedge + tree icon
Ethiopia, Kenya = coral wedge + sun icon
Single origin espresso = coral-outlined data box

Back of Pack & Shelf

The back stays cream with the wedge colour continuing around the base gusset: a short paragraph about the producer and lot, brewing guidance, roast date and the legal block, in the same small tracked capitals.

Producer and lot story paragraph
Elevation, harvest and process details
Brewing recommendation in a short ruled grid
Roasted-on date stamp area and degassing valve
Barcode, roaster address and recycling note

On shelf

A row of bags reads as near-identical cream cards with the wordmark at the same height, split into a blue group and a coral group by the corner wedge, so customers sort by region before reading a single lot name.

Imagery

No pictures beyond a tiny thin-line regional icon (a tree, a sun) in the wedge; the pack relies on the diagonal colour block and ruled typography.

Guidelines

Do

Keep the bag body matte Bean Cream (#f3f0e5) and centre the Display wordmark in the upper third at about 60% of the width.
Run one diagonal colour wedge from the lower corner across about 35% of the front.
Code the wedge colour by growing region: Latin Sky (#a9d0df) or Africa Coral (#d8665f).
Put all lot-specific facts in a white thin-ruled box about 45% of the width that straddles the wedge edge.
Set region and sourcing lines in Body typewriter capitals inside the wedge, in a darker shade of its colour.
Mark special lots by changing only the box outline colour.

Don't

Don't use photography, landscapes or illustrations of farms.
Don't add a second colour wedge or gradient.
Don't use glossy or kraft materials; the bag is matte cream.
Don't move the data box or wordmark between coffees.
Don't set the lot name in the wordmark's slab serif.
Don't print text in the wedge in black; use the darker wedge shade.

Give your AI
packaging taste

Give your design or image tool a packaging study: palette, type, structure, front panel and principles for an original brief.

Export this style

Free with an email. PACK.md works in Claude, ChatGPT, Cursor and image tools.

More like this

# Verve Coffee — Pack Style > cream coffee bags sliced by a regional diagonal **Category:** Food · **Tier:** Premium · **Origin:** US · **Theme:** light **Source:** https://vervecoffee.com Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. Verve runs its single origins on one matte Bean Cream (#f3f0e5) flat-bottom bag with a wide slab-serif wordmark centred in the upper third, a tracked 'coffee roasters' line under it, and a small white ruled data box below, like a specimen card. The only colour is a diagonal wedge rising from the lower corner across the bag, Latin Sky (#a9d0df) for Latin American coffees and Africa Coral (#d8665f) for East African ones, with a tiny line icon (tree or sun), the region name and three sourcing lines printed inside it in a darker shade of the wedge. Everything that changes per lot (origin, lot or farm name, process, variety, tasting notes, a two-word summary) lives in the box, espressos are marked by outlining the box in the wedge colour, and the shelf reads as two colour families of near-identical bags. ## Tokens — Colors | Name | Value | Token | Group | Role | | --- | --- | --- | --- | --- | | Bean Cream | `#f3f0e5` | `--color-bean-cream` | Pack body | Matte cream bag body, the field for the wordmark and data box | | Card White | `#ffffff` | `--color-card-white` | Label | Ruled data box ground sitting across the diagonal edge | | Roaster Black | `#2a2826` | `--color-roaster-black` | Ink | Wordmark, data box rules and all box text | | Coral Deep | `#8a4a45` | `--color-coral-deep` | Ink | Darker coral for the region name, sun icon, sourcing lines and roast line printed on the coral wedge | | Sky Deep | `#4f7a8a` | `--color-sky-deep` | Ink | Darker blue for the region name, tree icon and sourcing lines on the blue wedge | | Latin Sky | `#a9d0df` | `--color-latin-sky` | Range coding | Diagonal corner wedge for Latin American origins | | Africa Coral | `#d8665f` | `--color-africa-coral` | Range coding | Diagonal corner wedge for East African origins; also the outline of the espresso data box | ## Tokens — Typography The wide capital wordmark is the largest element, with 'coffee roasters' tracked out beneath it. In the box the lot name is the biggest text, set in one or two lines of wide sans capitals, with tiny tracked capitals for origin, process, variety, tasting notes and the summary line. Region and sourcing lines in the wedge, and the roast and weight line at the base, are the quietest text. ### Display — Custom wide western slab, close to Rockwell Extended or Clarendon Wide · `--font-display` - **Classification:** Wide slab serif with a distinctive R - **Free lookalike:** Arvo (Google Fonts) - **Fallback:** Rockwell, Courier New Bold - **Weights:** Bold - **Case:** Uppercase - **Tracking:** Open, about +8% - **Role:** The wordmark only, centred in the upper third. ### Headline — Eurostile Extended, Neue Haas Grotesk Wide · `--font-headline` - **Classification:** Wide grotesque (expanded width) - **Free lookalike:** Archivo (Google Fonts) - **Fallback:** Helvetica Neue Extended, Arial - **Weights:** Regular, Medium - **Case:** Uppercase - **Tracking:** Open, about +4% - **Role:** Lot or farm name in the main cell of the data box, often broken over two lines. ### Label — Akkurat, Neue Haas Grotesk · `--font-label` - **Classification:** Small tracked grotesque - **Free lookalike:** Archivo Narrow (Google Fonts) - **Fallback:** Arial Narrow, Helvetica - **Weights:** Regular, SemiBold - **Case:** Uppercase - **Tracking:** Wide, about +12% - **Role:** 'Coffee roasters' line, origin tag, country and region, process, variety, tasting notes, summary and roast line. ### Body — Courier, Pitch · `--font-body` - **Classification:** Typewriter monospace - **Free lookalike:** Courier Prime (Google Fonts) - **Fallback:** Courier New, monospace - **Weights:** Bold - **Case:** Uppercase - **Tracking:** Normal - **Role:** Region name and the three stacked sourcing lines inside the coloured wedge. ### Type Scale Sizes are cap height as a share of the reference panel: Front of the 12 oz flat-bottom bag, about 230 mm tall. | Role | Font | Weight | Size | Case | Token | | --- | --- | --- | --- | --- | --- | | wordmark | Display | Bold | 5% of panel height | Uppercase | `--text-wordmark` | | lot-name | Headline | Regular | 3% of panel height | Uppercase | `--text-lot-name` | | region-name | Body | Bold | 2.4% of panel height | Uppercase | `--text-region-name` | | origin-tag | Label | SemiBold | 1.5% of panel height | Uppercase | `--text-origin-tag` | | summary | Label | SemiBold | 1.5% of panel height | Uppercase | `--text-summary` | | sourcing-lines | Body | Bold | 1.4% of panel height | Uppercase | `--text-sourcing-lines` | | sub-wordmark | Label | Regular | 1.2% of panel height | Uppercase | `--text-sub-wordmark` | | tasting-notes | Label | Regular | 1.2% of panel height | Uppercase | `--text-tasting-notes` | | roast-weight | Label | Regular | 1.1% of panel height | Uppercase | `--text-roast-weight` | ## Structure & Materials - **Formats:** Flat-bottom coffee pouch - **Materials:** Flexible film - **Closures:** Heat-sealed top, folded flat; flat gusseted base - **Decoration:** Diagonal colour block, Printed ruled data box, Thin-line regional icon ### Proportions | Purpose | Value | | --- | --- | | Wedge coverage | About 35% of the bag front, a triangle-trapezoid from the lower corner | | Wedge angle | Rises from the lower left to the right edge at roughly 30 to 35 degrees | | Wordmark width | About 60% of bag width, centred about 25% down | | Data box width | About 45% of bag width, centred, straddling the wedge edge | | Data box height | About 35% of bag height | | Colours per bag | Four: cream, one wedge colour, its darker shade, black ink (plus white box) | | Density | Open cream field with all detail packed into one small grid | ### Shapes | Element | Shape | | --- | --- | | Region wedge | Diagonal colour block from the lower corner | | Data box | Thin-ruled rectangle split into cells | | Bag | Flat-bottom pouch with square shoulders | | Region icon | Small round sun or tree line icon | ### Finishes | Finish | Where | Look | | --- | --- | --- | | Matte paper-look film | Whole bag | matte | | Flat printed white box | Data box on the front | uncoated | ## Pack Elements ### Wide wordmark **Role:** Brand block Wide slab capitals about 60% of bag width in Roaster Black (#2a2826), centred about a quarter of the way down, with a tracked 'coffee roasters' line under it. ### Region wedge **Role:** Range signal Diagonal block covering about 35% of the front from the lower corner, Latin Sky (#a9d0df) or Africa Coral (#d8665f). ### Specimen box **Role:** Lot data Card White (#ffffff) box about 45% of bag width, split by thin black rules into origin, lot name, process and variety, notes and summary cells. ### Region stack **Role:** Origin cue Thin-line tree or sun icon above the region name and three sourcing lines in typewriter capitals, printed in the darker wedge shade. ### Espresso outline **Role:** Format signal The data box border switched from black to the wedge colour on espresso lots. ### Roast line **Role:** Info anchor Roast level and net weight in small tracked capitals on the wedge near the base. ## Do's and Don'ts ### Do - Keep the bag body matte Bean Cream (#f3f0e5) and centre the Display wordmark in the upper third at about 60% of the width. - Run one diagonal colour wedge from the lower corner across about 35% of the front. - Code the wedge colour by growing region: Latin Sky (#a9d0df) or Africa Coral (#d8665f). - Put all lot-specific facts in a white thin-ruled box about 45% of the width that straddles the wedge edge. - Set region and sourcing lines in Body typewriter capitals inside the wedge, in a darker shade of its colour. - Mark special lots by changing only the box outline colour. ### Don't - Don't use photography, landscapes or illustrations of farms. - Don't add a second colour wedge or gradient. - Don't use glossy or kraft materials; the bag is matte cream. - Don't move the data box or wordmark between coffees. - Don't set the lot name in the wordmark's slab serif. - Don't print text in the wedge in black; use the darker wedge shade. ## Surfaces | Level | Name | Value | Purpose | | --- | --- | --- | --- | | 0 | Bean Cream | `#f3f0e5` | Bag body carrying the wordmark | | 1 | Africa Coral | `#d8665f` | Diagonal region wedge printed over the cream | | 2 | Card White | `#ffffff` | Data box lifted across the wedge edge | ## Front Panel Layout No applied label: a white ruled box is printed straddling the diagonal edge of the colour wedge, under a centred wordmark. | Zone | Content | | --- | --- | | Upper third | Wordmark and 'coffee roasters' line | | Data box top | Single origin or espresso tag, country and region | | Data box middle | Lot name, then split cells for process and variety | | Data box bottom | Three tasting notes and a two-word summary in its own cell | | Coloured wedge | Line icon, region name, sourcing lines, roast level and weight | ## Range System Colour coding by growing region via the corner wedge, with every other element fixed; the data box contents change per lot, and espressos are marked by outlining the box in the wedge colour. - Colombia, Costa Rica, Honduras = light blue wedge + tree icon - Ethiopia, Kenya = coral wedge + sun icon - Single origin espresso = coral-outlined data box ## Back of Pack The back stays cream with the wedge colour continuing around the base gusset: a short paragraph about the producer and lot, brewing guidance, roast date and the legal block, in the same small tracked capitals. - Producer and lot story paragraph - Elevation, harvest and process details - Brewing recommendation in a short ruled grid - Roasted-on date stamp area and degassing valve - Barcode, roaster address and recycling note ## Imagery No pictures beyond a tiny thin-line regional icon (a tree, a sun) in the wedge; the pack relies on the diagonal colour block and ruled typography. ## On Shelf A row of bags reads as near-identical cream cards with the wordmark at the same height, split into a blue group and a coral group by the corner wedge, so customers sort by region before reading a single lot name. ## Agent Prompt Guide Quick Color Reference: - Bean Cream: #f3f0e5 — Matte cream bag body, the field for the wordmark and data box - Latin Sky: #a9d0df — Diagonal corner wedge for Latin American origins - Africa Coral: #d8665f — Diagonal corner wedge for East African origins; also the outline of the espresso data box - Card White: #ffffff — Ruled data box ground sitting across the diagonal edge - Roaster Black: #2a2826 — Wordmark, data box rules and all box text - Coral Deep: #8a4a45 — Darker coral for the region name, sun icon, sourcing lines and roast line printed on the coral wedge - Sky Deep: #4f7a8a — Darker blue for the region name, tree icon and sourcing lines on the blue wedge Create a matte Bean Cream (#f3f0e5) flat-bottom coffee pouch with an original wide slab-serif Display wordmark centred in the upper third and a tracked Label 'coffee roasters' line beneath. Add one Africa Coral (#d8665f) diagonal wedge rising from the lower-left corner across about a third of the front. Print a Card White (#ffffff) specimen box straddling the wedge edge, divided by thin black rules into origin, a two-line wide Headline lot name, process and variety cells, tasting notes and a two-word summary. Inside the wedge, place a tiny thin-line sun icon, the region name and three stacked sourcing lines in Body typewriter capitals in Coral Deep (#8a4a45). Make a second bag with a Latin Sky (#a9d0df) wedge and a tree icon, everything else identical. Image prompt: Product photo of a new specialty coffee roaster in a cream-bag, regional-diagonal style: a matte cream flat-bottom coffee pouch with an original wide slab-serif capital wordmark centred in the upper third and a tracked small 'coffee roasters' line beneath; a single coral-red diagonal wedge rising from the lower corner; a white ruled specimen-card box straddling the wedge edge holding the lot name in wide sans capitals, split cells for process and variety, three tasting notes and a two-word summary; inside the wedge a tiny thin-line sun icon and the region name in typewriter capitals in a darker coral. A second bag beside it uses a light sky-blue wedge. Pure white seamless background, soft shadow, flat studio lighting. Invent an original brand name and artwork; do not reproduce existing logos. ## Similar Brands - **Onyx Coffee Lab** — Also presents single origins with a data-heavy typographic layout, but on dark bags with a monochrome palette. - **Counter Culture** — Uses a fixed cream bag with a colour-coded element per coffee and lot details in a grid, with more illustration. - **Stumptown** — Keeps a consistent heritage-style wordmark across bags with small colour accents per coffee. - **Intelligentsia** — Uses one bag system with typographic tasting notes and colour per coffee, in a more decorative label. ## Quick Start ### CSS Custom Properties ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ :root { /* Colors */ --color-bean-cream: #f3f0e5; --color-latin-sky: #a9d0df; --color-africa-coral: #d8665f; --color-card-white: #ffffff; --color-roaster-black: #2a2826; --color-coral-deep: #8a4a45; --color-sky-deep: #4f7a8a; /* Typography — families (free lookalikes) */ --font-display: 'Arvo', Rockwell, 'Courier New Bold'; --font-headline: 'Archivo', 'Helvetica Neue Extended', Arial; --font-label: 'Archivo Narrow', 'Arial Narrow', Helvetica; --font-body: 'Courier Prime', 'Courier New', monospace; /* Typography — illustrative scale, as a share of the panel (Front of the 12 oz flat-bottom bag, about 230 mm tall) */ --panel-height: 230mm; --text-wordmark: calc(var(--panel-height) * 0.05); --text-lot-name: calc(var(--panel-height) * 0.03); --text-region-name: calc(var(--panel-height) * 0.024); --text-origin-tag: calc(var(--panel-height) * 0.015); --text-summary: calc(var(--panel-height) * 0.015); --text-sourcing-lines: calc(var(--panel-height) * 0.014); --text-sub-wordmark: calc(var(--panel-height) * 0.012); --text-tasting-notes: calc(var(--panel-height) * 0.012); --text-roast-weight: calc(var(--panel-height) * 0.011); /* Proportions */ --wedge-coverage: 35%; --wordmark-width: 60%; --data-box-width: 45%; --data-box-height: 35%; /* Surfaces */ --surface-bean-cream: #f3f0e5; --surface-africa-coral: #d8665f; --surface-card-white: #ffffff; } ``` ### Tailwind v4 ```css /* Colours are estimated from product photography (screen values, not print specifications). Proportions and type scales are visual estimates, not measured manufacturing dimensions. Typefaces are lookalikes, not identified fonts. */ @theme { /* Colors */ --color-bean-cream: #f3f0e5; --color-latin-sky: #a9d0df; --color-africa-coral: #d8665f; --color-card-white: #ffffff; --color-roaster-black: #2a2826; --color-coral-deep: #8a4a45; --color-sky-deep: #4f7a8a; /* Typography — families (free lookalikes) */ --font-display: 'Arvo', Rockwell, 'Courier New Bold'; --font-headline: 'Archivo', 'Helvetica Neue Extended', Arial; --font-label: 'Archivo Narrow', 'Arial Narrow', Helvetica; --font-body: 'Courier Prime', 'Courier New', monospace; /* Typography — illustrative scale, as a share of the panel (Front of the 12 oz flat-bottom bag, about 230 mm tall) */ --panel-height: 230mm; --text-wordmark: calc(var(--panel-height) * 0.05); --text-lot-name: calc(var(--panel-height) * 0.03); --text-region-name: calc(var(--panel-height) * 0.024); --text-origin-tag: calc(var(--panel-height) * 0.015); --text-summary: calc(var(--panel-height) * 0.015); --text-sourcing-lines: calc(var(--panel-height) * 0.014); --text-sub-wordmark: calc(var(--panel-height) * 0.012); --text-tasting-notes: calc(var(--panel-height) * 0.012); --text-roast-weight: calc(var(--panel-height) * 0.011); /* Proportions */ --wedge-coverage: 35%; --wordmark-width: 60%; --data-box-width: 45%; --data-box-height: 35%; /* Surfaces */ } ```