Sand and deep green Earnest Pursuit coffee tins under soft directional studio light. Left tin: matte sand, bold blue sans-serif, seated-figure line illustration, blue Let's Chill tasting block. Right tin: deep green, warm gold type, animal-and-moon illustration, Let's Jam callout. Typographic hierarchy, restrained illustration, and considered brand architecture -- graphic design and art direction by a packaging design studio.
Sand and deep green Earnest Pursuit coffee tins under soft directional studio light. Left tin: matte sand, bold blue sans-serif, seated-figure line illustration, blue Let's Chill tasting block. Right tin: deep green, warm gold type, animal-and-moon illustration, Let's Jam callout. Typographic hierarchy, restrained illustration, and considered brand architecture -- graphic design and art direction by a packaging design studio.Sand and deep green Earnest Pursuit coffee tins under soft directional studio light. Left tin: matte sand, bold blue sans-serif, seated-figure line illustration, blue Let's Chill tasting block. Right tin: deep green, warm gold type, animal-and-moon illustration, Let's Jam callout. Typographic hierarchy, restrained illustration, and considered brand architecture -- graphic design and art direction by a packaging design studio.

Identity

Naming

Branding

Packaging Design

Art Direction

Earnest Pursuit
United States
2026

This is V1 (02.13.2026) brand guide for Earnest Pursuit, a New York coffee roastery.

Project involved naming, branding, packaging design, art and creative direction, and manufacturing implementation.

Project Info ↗
Sand Earnest Pursuit tin front, soft studio light. Bold blue type, seated figure sharing coffee with Doberman line illustration, cupping score 86, Let's Chill. Warm neutral and blue -- character illustration and brand identity design by a packaging design agency.
Side of sand Earnest Pursuit tin. Vertical blue type and brand messaging in a narrow column. Matte label against polished metal edges. Proportion, spacing, and typographic systems as structural elements -- typography and graphic design by a graphic design studio.
Sand Earnest Pursuit rear panel. Dried blueberries and key lime pie tasting note, process and varietal. Blue world map with Ethiopia highlighted, elevation graphic 2225m. Sand background enhances legibility. Information design, art direction, and typography and graphic design within a cohesive packaging system by a packaging design studio.
Sand Earnest Pursuit tin rear on soft neutral. Blue QR code, concise messaging, Doberman line drawing at base. Generous negative space and precise alignment. Creative direction and visual identity design distilled to essential forms -- packaging design by a graphic design studio.
Back of deep green Earnest Pursuit tin on light grey studio. QR code and concise message centred top. Gold Doberman illustration at base. Matte label against reflective silver lid. Considered negative space and graphic design system by a packaging design studio.
Green Earnest Pursuit rear panel. Berry-forward tasting note, process and varietal data. Minimal world map with Honduras highlighted, dotted path to elevation diagram (1220-1524m). Gold type on matte green. Information design, data visualisation, and typography and graphic design for specialty coffee by a packaging design agency.
Side of green Earnest Pursuit tin. Vertical gold typography, brand name, mission text, roasting details along narrow panel. Metallic lid highlights. Typographic alignment and margin control as design architecture -- creative direction and typography and graphic design by a branding studio.
Green Earnest Pursuit tin front on light grey. Large gold sans-serif, Doberman line drawing beside small cup, tasting note with cupping score 85.5, Let's Jam callout. Character illustration and typographic art direction for specialty coffee by a packaging design agency.

Focus photography on product. In studio or on black. Showcase the details, illustrations, gloss finish and rich colors.

Avoid intricate sets and decorations. Gradually introduce color and additional elements to develop brand photography. Retain the focus on the product (with reasonable exceptions). Shoot above 100mm in f16-18 range.

Remember.

Earnest Pursuit is both quality coffee and an object of desire, interior design. Relaxed, non-chalant, it lives on the counter, enjoyed in view, not hidden in the pantry.

Earnest Pursuit green tin front, black background, controlled studio light. Large evenly spaced gold sans-serif. Doberman illustration beside cup and crescent moon. Tasting note, cupping score 85.5, Let's Jam callout. Precise typographic hierarchy and art direction for specialty coffee packaging by a graphic design studio.
Side panel of green Earnest Pursuit tin. Vertical gold typography, brand name, mission text, roasting details along narrow panel. Metallic lid highlights. Typographic alignment and margin control as design architecture -- creative direction and typography and graphic design by a branding studio.
Green Earnest Pursuit tin rear detail. Tasting description, process and varietal. World map with Honduras highlighted, dotted path to elevation diagram. Graphic design, information design, and illustration within a cohesive packaging system by a packaging design studio.
Rear panel of green Earnest Pursuit tin on black. QR code centred top, concise messaging, generous negative space. Doberman profile at base maintaining brand continuity. Disciplined graphic design and branding studio expertise in packaging design that prioritises clarity and structured communication.
Sand Earnest Pursuit rear on black. Blue QR code prominent, concise messaging below, ample negative space. Doberman line drawing at base, consistent across variant system. Controlled contrast and visual calm -- visual identity design and packaging design by a branding agency.
Sand Earnest Pursuit rear detail. Tasting notes, process, varietal, elevation data in blue type. Minimal world map highlighting Ethiopia, dotted path to elevation diagram. Matte surface, cool blue. Data visualisation, information design, and art direction coexisting in a restrained identity -- typography and graphic design by a branding studio.
Side of sand Earnest Pursuit tin. Vertical blue type and brand messaging in a narrow column. Matte label against polished metal edges. Proportion, spacing, and typographic systems as structural elements -- typography and graphic design by a branding studio.
Sand Earnest Pursuit tin front on black, matte finish lit. Bold blue sans-serif, line illustration of figure and Doberman sharing coffee moment, cupping score, Let's Chill. Measured typographic hierarchy and character illustration -- art direction and brand identity and graphic design by a packaging design agency.

Art direction — clear, interesting, charming.
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Monospace structure of Rational TW typeface gives order and rhythm to the visual system. At the same time its unique individual characters give text a lively, intentional feel.

The system is brought alive through hand drawn illustration.

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.
Earnest Pursuit brand identity sheet. Centred logotype in widely spaced sans-serif, surrounded by a grid of Doberman head studies -- multiple angles, proportions, expressions in minimal line work. Illustration system development within brand identity design. Graphic design, character illustration, and art direction converging -- brand identity and graphic design by a branding studio.
Close-up angled green Earnest Pursuit tin on black. Gold typography: berry-medley tasting note, Honduras origin, dotted path to elevation diagram (1220-1524m). Doberman side panel. Dramatic lighting on matte finish. Information design, data visualisation, and art direction by a packaging design agency.

Illustration drives Earnest Pursuit's identity.

Brands art direction is hand made, custom tailored, slightly imperfect, irreverent.

Earnest Pursuit is the work of an expert.

Earnest Pursuit illustration system: elevation diagrams, imperfect world map, crescent moon, flower, sun icons on soft grey. Unified by consistent line weight. Communicates coffee origin, altitude, and tasting context. Graphic illustration, information design, and art direction unified in a packaging design system by a graphic design studio.

Main product illustrations complete the visual language creating evocative vignettes of daily life and events.

Grid of Earnest Pursuit coffee ritual illustrations on soft grey. Scenes: seated figure with mug and sun, animal toward cup with butterfly, two mugs touching, cup beneath crescent moon, window ledge scene, figure from behind. Consistent stroke weight, generous negative space. Graphic illustration, art direction, and brand identity design for specialty coffee packaging by a branding studio.

Product naming is short, punchy, precise.

Combined with illustrations and taste notes, this produces stories on the front of the packaging, giving readers space to interpret.

A relaxed, irreverent tone.

Expect customers to toy with the packaging while enjoying their cup. Tell interesting stories.

Five Earnest Pursuit square metal coffee tins front-on against black. Deep green/gold, sand/blue, yellow/black, orange/white, lavender/green colorways. Widely spaced sans-serif EARNEST PURSUIT as typographic anchor. Minimal illustrations per blend (Let's Jam, Let's Chill, The Match, The View, All Set). Visual identity design system and packaging design by a graphic design studio.
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.

Tell interesting stories.

A series of ever expanding (go ahead think of something) illustrations gives Earnest Pursuit a visual language.

Tell stories through packaging, social media, communications and merchandise.

Earnest Pursuit comprehensive icon set on black. Mountain elevations, global origin maps, sun and moon directional icons, botanical elements, abstract landscapes, simplified Doberman head motifs. Consistent line weight. Flexible visual language for packaging and brand touchpoints -- graphic illustration, visual identity design, and typography and graphic design by a graphic design studio.
Earnest Pursuit horizontal brandmark in monospace typeface on a single line. Wordmark lockup in full. Visual identity design and typography and graphic design by a graphic design studio.
Earnest Pursuit system: tall wholesale bag, retail pouch, and vivid green ceramic mug on soft neutral. Bold vertical green EARNEST PURSUIT type. Logotype and icon in white on mug extends identity into merchandise. Consistent visual identity design system across formats -- art direction and brand identity and graphic design by a packaging design studio.

Make Earnest Pursuit memorable.

Apply illustrations creatively. Create merchandise that is attractive and well made. This adds depth and authenticity to the brand.

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.
Earnest Pursuit specialty coffee print collateral laid flat on a green cutting mat. Dark forest green cards show the front face with a white hand-illustration logo and 'Let's Jam' call-to-action; back panels display a world origin map with sourcing details — producer, grower, altitude, harvest season, and dry processing method. A metal-ring keychain carries a printed tag with the Earnest Pursuit magnifying glass wordmark in white. Information design, visual identity design, and graphic design by a branding studio.

Tactile, interesting object of desire. Something one gives as a gift. Something that tastes good.

earnestpursuit.com

art of packaging / 2026 /