“The buyer was blown away by the new look,” says Planet Propaganda senior designer David I. Taylor. “He promptly cancelled the test and agreed to bring Intelligentsia into all his stores.” The designers had worked with Intelligentsia before to create its logo and identity. But the packaging was the magnum opus. “We wanted the packaging to call to mind a fine European café and the feel of traveling,” explains Taylor. “But we were careful not to go retro with it. It needed to feel new.” None of the usual coffee packaging tropes were allowed into the design, resulting in a bold and sophisticated presentation. The goal was for Intelligentsia to stand out from the competition. “Shelf space is a huge commodity,” says Taylor. “Our bags create a bright, solid block of color, while the contrasting gloss and matte finish on each bag lends tactile interest.” by Dana Rouse