How does a coffee brand create a unique packaging system when it produces over 100 coffees a year? Through bold typography and irreverent copywriting. Joyful Nihilism’s packaging, designed by NOT Wieden+Kennedy, uses bold Cooper Black typography to inject a sense of humor into every touchpoint and keep each bag of coffee feeling fresh.
The stark monochrome palette allows the playful and oversized type to guarantee attention, creating a pealed-back yet impactful visual identity. The clean, utilitarian design provides the perfect backdrop for the brand’s underground personality, balancing simplicity with attitude.
Justin Hallström, creative director of NOT Wieden+Kennedy, shares more insights into the strategy behind the design system below.
