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Fidalgo Coffee

The Challenge

Underground Coffee represented a meaningful partnership between Fidalgo Coffee and Underground Ministries that needed revitalization after COVID disruptions. Fidalgo Coffee had been one of the first organizations to partner with Underground Ministries as an "underground employer," hiring individuals returning from prison, and had developed the special Underground Coffee blend as a way to give back to their mission. However, fans of Underground Ministries consistently asked where they could find Underground Coffee in more retail locations. The partnership needed a refresh to help the blend gain greater visibility in social-justice-valuing markets while honoring the powerful story behind this collaborative product.

The Solution

Recognizing that countless labels compete for attention in crowded supermarket aisles, the Baylii team designed the Underground Coffee blend label to immediately communicate social justice values before shoppers read a single word. Our visual approach ensured the product's mission would be instantly recognizable to conscious consumers seeking purpose-driven purchases. Beyond packaging, we crafted comprehensive promotional materials that provided context around the meaningful partnership for local organizations interested in serving Underground Coffee, including churches and community centers like Skagit YMCA. This strategic approach helped expand the coffee's reach while educating potential customers about its social impact mission.

The Spark Factor

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