Charlotte’s First Fair Trade & USDA Organic Certified Coffee Roaster

Pure Intentions Coffee


Pure Intentions Coffee, Charlotte’s first Fair Trade & USDA Organic Certified coffee roaster, provides fresh roasted specialty coffee built on a foundation of innovation, passion and exemplary customer service. They offer varieties from each coffee-producing region in the world, farmed with a focus on environmental sustainability. Pure Intentions Coffee contributes to the local community’s cultural and craft revolution through collaboration, quality growth and education.

Mindful & Good was hired by Pure Intentions Coffee as a design partner in helping to build the brand and create a line of packaging that evoked the company’s passion and expertise along with its high-quality beans that their team artfully roasts in small batches. The overall approach was to be classy but have a bit of swagger and be clean and modern but also be friendly and approachable. The new sophisticated look with its subtle finishes, tone and iconography summon a delectable anticipation for the pure handcrafted goodness that’s inside each and every package.

The new brand positioning and packaging was a success. With it, Pure Intentions Coffee was able to attain their USDA Organic Certification along with being picked up and sold by Whole Foods Market which has been a goal of founder, Matt Yarmey, since the beginning of starting Pure Intentions Coffee in 2011.

Brand Strategy

Client: Pure Intentions Coffee
Design Director & Designer: Rachel Martin
Photography: Katherine Kirchner & Rémy Thurston

Fair Trade & Organic
Locally Owned & Operated
Recyclable Packaging
Sustainably Sourced Ingredients