People & Planet

CHALLENGE
Peet’s Coffee has spent decades caring for coffee farmer communities and for the environment, but there was very low awareness around their efforts. To highlight this practice, Peet’s created a special, curated line of craft coffees called People & Planet. Our aim was to educate and empower consumers to make more impactful choices about coffee consumption.

STRATEGY
Insights: Awareness and desire for sustainable practices has grown and people want to be informed and educated in order to make responsible choices in their food and beverage consumption. There’s been industry-wide greenwashing and confusion among consumers who welcome transparency and clarity.

Solution: The People & Planet initiative was organized around three pillars that characterized sustainable relationships with coffee producers: Direct Trade, Farmer Assistance, and Certifications, which we featured throughout the campaign. We created a People & Planet badge to identify the coffees, developed a unique brand identity that fit within the Peet’s master brand, incorporating the color green as research proved that green continues to be a quick identifier for consumers seeking environmentally focused products. We also created first-ever videos at origin countries showcasing Peet’s relationships with the farmers.

PROJECT
PEOPLE & PLANET PROGRAM
- NEW PRODUCT LAUNCH
- MARKETING CAMPAIGN

MY ROLE
CREATIVE STRATEGY
CREATIVE DIRECTION & OVERSIGHT

CREDITS
AGENCY PARTNERS:
CONDÉ NAST TRAVELER - VIDEOS
SWIG STUDIO - PACKAGING

LOCAL PHOTOGRAPHY:
NOEL BARNHURST

INTERNAL:
CREATIVE SERVICES - LAUNCH MARKETING MATERIALS