Just Coffee Co-Op Rebrand

Just Coffee Co-op needed a rebrand that looked as principled as the product: fair-trade, worker-owned, and rooted in Madison’s community, without defaulting to the greenwashed visual language that dominates the category. I led the full rebrand while at Planet Propaganda, designing a wordmark, logo system, and packaging architecture that centered brand identity while preserving the community illustrations that mattered to the co-op. The result was a bold, typographic brand system with real shelf presence that feels more like a movement.