BRIGADE Wins Gold for Esselon Packaging at 2018 Pentawards

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We were recognized once again for our work with Esselon Coffee, this time with a Gold award at the 2018 Pentawards held at the Guggenheim Museum in New York City.

The Pentawards are considered the most prestigious worldwide competition in packaging design. As one of only a handful of U.S. agencies recognized this year by the competition’s international jury, we certainly understand the gravity of the honor. This acknowledgement hits close to home as well, since our client and partner happens to be our neighbor.

We created a new brand identity and packaging design to take Esselon to the next level. Taking inspiration from the Hadley landscape, we illustrated the Seven Sisters peaks of the Holyoke Range and the cafe’s agricultural surroundings. To complement this work, we added a series of graphics that evoke Esselon’s homegrown craftsmanship.

Bringing this local identity to the forefront actually helped us better position the brand to reach a national audience. In addition to bringing attention to our agency, the new design earned Esselon a Whole Foods retail pickup and a dramatic increase in sales.