Two Earnest Pursuit specialty coffee tins photographed side by side against a warm neutral background. The left tin faces back: origin data for a Colombian coffee from Huila — variety Caturra and Pink Bourbon, flavour notes Berry-Citrus Sangria, Peach, Pine — arranged around a hand-drawn world map illustration with a dotted origin line and an elevation diagram. The right tin faces front: EARNEST PURSUIT set in Rational TW monospace type at display scale, a delicate line drawing of a seated dog beside a figure holding a cup, and the SKU All Set in a cream badge with the taste description Berry and citrus sangria. Scores 86.5. The forest green direct-print surface is lit evenly, cream letterforms and minimal illustrations reading cleanly against the deep field. Flat rectangular tin form with silver aluminium screw caps. Graphics are printed directly onto the metal — no label substrate — in forest green with cream spot colour. Design disciplines include packaging design for specialty coffee, custom illustration system, direct-print tin production, brand naming, and information design. Packaging design with custom illustration system and direct-print production for a New York specialty coffee brand by AOFP Studio.Two Earnest Pursuit specialty coffee tins in a stacked vertical portrait composition against a warm neutral gradient background. The back tin floats higher in the frame, angled to show the info panel with origin data for a Colombian Huila coffee — variety Caturra and Pink Bourbon, flavour notes Berry-Citrus Sangria, Peach, Pine — alongside a hand-drawn world map illustration and an elevation diagram. The front tin sits lower, displaying the EARNEST PURSUIT wordmark in Rational TW monospace type, the hand-drawn seated-dog-and-figure line illustration, and the All Set SKU badge. The staggered positioning creates depth without a formal prop — the tins balance naturally in the frame, product weight implied through placement alone. Both tins are flat rectangular metal with silver aluminium screw caps, direct-printed in forest green with cream spot-colour type and illustration. No paper label — graphics go straight onto the tin surface, giving the packaging a tactile, object-like quality. Design disciplines include packaging design for specialty coffee, custom illustration system, direct-print production, and art direction. Brand naming and identity design for a specialty coffee brand launch by Art of Packaging, New York.
Vision.
Dylan had a specific vision for the brand, - lighthearted, fun, with a focus about New York.

Bright, accessible, delicious product.

The scope spanned naming, identity and brand with a focus on packaging, assuming active voice and likely product line expansion.
Client.
Earnest Pursuit sources, scores, and roasts coffee with distinct flavor profiles.

Dylan Marvin, the creator behind Earnest Pursuit, reached out based on the aesthetics of Condensed Milk and Dulce de Leche work.
How it developed.
Two creative concepts were were explored while structural packaging range (and there are a lot of options for coffee) was estabished. 



Through a few rounds of creative direction and visualized structural design we finalized and finessed the near final form you see here.


Finally.
Minimal New Yorker style cartoons and a expressively structured typeface, set by hand in paired color combinations on high gloss, spot printed metal tins.


Illustrations highlight pleasant mundanities of day-to-day life and drive stories about coffee and day to day life in New York.

Specialty coffee, New York City.

Name, brand, packaging, art and creative direction, communications and manufacturing setup.

Earnest Pursuit
United States
2026
Two sand Earnest Pursuit tins -- upright and base-revealing -- on warm neutral. Bold blue sans-serif, mission text, roasting location, QR code top right, Doberman illustration at base. Metallic lid contrast under directional light. Typographic hierarchy and art direction by a packaging design studio.
Two sand Earnest Pursuit "Let's Chill" coffee tins on a warm cream gradient surface. Left tin lies on its back face, revealing the rear panel: centred EARNEST PURSUIT in compact monospace, the studio's mission statement in small type, earnestpursuit.com URL, and "Roasted in New York City." Right tin stands upright facing forward: bold blue EARNEST PURSUIT wordmark filling the upper label, a hand-drawn seated figure reading with a cup, fruity and citrusy tasting note, cupping score, and a solid blue Let's Chill pill callout. Both tins show polished silver lids and direct-printed matte sand labels under soft directional studio light. Packaging design for specialty coffee with a complete front-and-back label system — brand identity and print production by Art of Packaging, New York.
Green Earnest Pursuit tin front detail. Large gold sans-serif EARNEST PURSUIT, minimal composition on matte green. Art direction and typography and graphic design for specialty coffee by a packaging design studio.
Split: sand Earnest Pursuit tin right, enlarged origin panel left. Tasting note: dried blueberries and key lime pie. Process, varietal, elevation. Minimal world map highlights Ethiopia (Teraga, Oromia), dotted path to elevation diagram. Blue type on sand. Information design, data visualisation, and typography and graphic design by a branding studio.
Wide studio photograph presenting all four Earnest Pursuit specialty coffee tins in a single editorial stack against a warm greige gradient backdrop — the complete four-SKU lineup balanced vertically in ascending size from top to bottom. The top tin is tangerine orange: "EARNEST PURSUIT" in wide-tracked white condensed monospace, a delicate white line illustration of a reclining figure with a glass and bicycle, small tasting-note type, and a sky-blue pill badge reading "The Vine." The second tin is warm cream with "EARNEST PURSUIT" in cornflower blue, a blue line-drawn figure beside a small sailboat, and the "Let's Chill" badge. Third is deep forest green — white wordmark, a tall crane-like bird illustration in pale linework, and an "All Set" badge. At the base, the widest and tallest tin is pale warm yellow: "EARNEST PURSUIT" in periwinkle blue, a stacked-objects line illustration, and "The Match" badge for the house blend sourced from the Pacific Islands and Latin America. Metal roll-seam lids catch bright specular rim light against the matte direct-printed panels throughout. Spot colour, four-SKU direct-print tin system with a distinct custom line illustration per SKU. Packaging design for a new specialty coffee brand launch in New York, complete multi-SKU system by Art of Packaging.
Earnest Pursuit book on the loop product demo system on black. Two deep green cards on silver ring: structured white typography (producer, origin, varietal, process, altitude, score) left; fox-and-cup illustration with tasting note right. Enameled keychain extending brand into tactile object. Art direction, information design, and visual identity design for specialty coffee distribution by a graphic design studio.
art of packaging / 2026