Peet’s prides itself on being the original craft coffee. But in the increasingly competitive coffee space, the brand was having a hard time differentiating itself from both mainstream and third-wave coffee retailers. We came up with a strategy that would help Peet’s tell its rich history and how it stands out from other coffee makers: Expect More. Since day one, Peet’s has encouraged its customers to expect more from their coffee and from their stores. To begin telling this story, we overhauled, giving it a fresh new look and tone that would inspire customers to expect more from their entire coffee-drinking experience.

Team Credits

Crystal Yu

  • Creative | Copywriter


  • AKQA


    • Design


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Crystal Yu
Creative | Copywriter