Over twenty concepts were presented for this project, only to come back to the first one I proposed. The concept is based on a simple truth: Coffee comes from a coffee plant. Instead of branding Diamond Station with some grand tale about its exotic origin as most coffee brands do, I focused on the arabica plant itself, making an emotional connection between nature and the great taste of coffee. I hired an illustrator to develop a beautiful rendering of the plant in order to not only bring attention to the packaging but also create a sense of intrigue for consumers who may not be familiar with coffee plants. The packaging has a minimalist and clean design so that it stands out on shelves. Rich, warm label colors convey the goodness packaged inside. In addition, I updated the Diamond Station logo to make it contemporary.