I want to create a design that is appealing to wide demographic audience ranging from 18 years old to 45 years old. The target audience being young to middle-aged professionals, professionals that rely on caffeine / coffee to keep that productivity up and creative juices flowing. It looks like the company’s main consumer base is online and in New York, so the design will need to be bold., modern, and sleek to catch the attention of the people. Packaging regardless of taste and roast will be consistent to create a brand design people will come to know and trust. All while the design needs to embody fair-trade, organic coffee and supports the local communities where its stores are located. I’m thinking an overall black design for that sleek and modern look, with masculine and bold typography. Using bright colors such as orange, reds, to accent the design and keep it fresh and interesting.