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 Pure Intentions Coffee in 2011. To date, Pure Intentions Coffee has grown over 300% with their new packaging design. In addition, the company has expanded into new product lines and sales and distribution nationwide into several retailers including Harris Teeter and Walmart and hospitality brands including Hilton Hotels.

Visit pureintentionscoffee.com

“In a highly competitive field, our branding and quality are what set us apart to the consumer. Mindful & Good was able to create a brand image and packaging that caught the eye of major retailers we were courting, allowing us the opportunity for additional sales and relationship development simply due to the design of our brand. The overall brand concept Mindful & Good created also allowed ultimate flexibility when we decided to branch into other non-traditional sectors of the market and invest in new products that had the same beautiful design and approachability of our core products.”
– Matt Yarmey, Founder & Director of Coffee, Pure Intentions Coffee

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