Cravens Coffee, a mainstay of the Pacific Northwest coffee scene since 1993, has unveiled a refreshed brand identity and a new packaging system developed in partnership with award-winning design studio Sally Morrow Creative. The redesign brings new clarity, cohesion, and storytelling power to a well-established legacy brand—bridging Cravens' trusted roots with a contemporary retail presence.
When Cravens approached Sally Morrow Creative (SMC), the goal was clear: modernize the brand without losing the trust and authenticity that have defined it for more than three decades. Cravens' deep relationships with growers and their commitment to quality have earned them a loyal following, and the new brand needed to honor that foundation while connecting with a growing audience of discerning coffee drinkers.
"Cravens has an incredible story—one grounded in relationships and high quality," said Sally Morrow, Creative Director and Principal at SMC. "Our job was to elevate those strengths through design that tells their story in a modern, visually engaging way."
The resulting system is both strategic and expressive, weaving illustration, structure, and storytelling into every detail. SMC developed custom illustrations that highlight the farmers, plants, and environments where Cravens' beans are grown—visually reinforcing the brand's global connections and respect for its partners.
At the same time, SMC refined Cravens' core identity, updating the logo and visual elements to feel cohesive across touchpoints while preserving familiar cues from the original mark. A new packaging hierarchy brings clarity to product lines—helping customers easily distinguish between blends, single origins, organics, and seasonal offerings.
The redesign extends beyond packaging. SMC reimagined Cravens' in-store retail system, integrating the new branding into signage and fixtures that enhance shelf visibility and brand recognition.
The result is a visual system that feels timeless yet current—a brand that celebrates Cravens' past while positioning it for future growth.
"Every element was designed to tell a story," said Morrow. "From farmer to roaster to customer, we wanted the brand to reflect the people and relationships behind every bag."
Creative Credits:
Brand Strategy, Identity, Packaging, Retail Design System, Illustration Direction: Sally Morrow
Illustration: Mark Conlan
Copywriting: Todd Davidson
Client: Cravens Coffee, Spokane, WA
Photography: @thebradycampbell
About Sally Morrow Creative
Sally Morrow Creative (SMC) is an award-winning studio based in Portland, OR, and Monrovia, CA, specializing in brand and packaging design and development. The studio's work is rooted in clarity, storytelling, and emotional connection—helping brands communicate their values and stand out in crowded markets.
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