3rd Alarm Coffee Co. Coffee Bag Label Design

This is what a business in Australia was looking for in their label design

AABOUT THE PROJECT
3rd Alarm is an Australian firefighter-founded coffee and apparel brand.
We’re looking for a new label for our Station House Blend coffee.
3rd Alarm has a lot of dry humour and doesn't take itself too seriously. It's not about heroism or making firefighters look tough. It's about the culture of the job — the characters, station life, humour and the ridiculous things that become completely normal when you've spent enough time around a fire station.
The packaging needs to feel unmistakably connected to that world while still looking genuinely good as a piece of retail coffee packaging.
We want to be able to put this coffee into selected shops and have the bag catch someone's eye even if they've never been in the fire service.
The goal is simple: make us a really cool bag of firefighter coffee that doesn't look like generic firefighter merchandise.
UPDATED CREATIVE DIRECTION
We have now developed a much clearer visual direction for the l… Read more