Pearlfisher Creates Brand Design For Beanless Coffee, Compound Foods

50% of coffee growing land will be unsuitable by 2050 and 140 litres of water are needed to create 1 cup of coffee.

Pearlfisher has partnered with Compound Foods in their mission to brew grounds for change with a vibrant and multi-dimensional brand identity design for a category-defining new sustainable beanless coffee.

The innovative, food tech start-up, based in San Francisco, is creating a better future for both coffee and the planet with its eco-friendly and lab-grown, beanless brew that tastes, looks and smells like the coffee we all love without the negative environmental impact. Compound Food’s mission is not to replace coffee. Instead, it aims to create a sustainable alternative that will help preserve the very environment that enables coffee to grow.

Pearlfisher’s challenge was to develop a strong and cohesive brand for Compound Foods that would invite coffee lovers around the world into their story, their pioneering product and their mission.

“We wanted to counter the notion that an innovative product like this has to have a scientific or futuristic feeling,” says Annie Seely, Associate Strategy Director at Pearlfisher New York. “Coffee is a fundamental part of many peoples’ day. It has strong emotional and personal ties and so we really leaned into the question of what would we do without it? This led us to the idea that, when it comes to coffee, the sum of the parts is greater than the whole – our love of it is not just about the beverage itself; it’s about the ritual, the culture, the myriad feelings it evokes in us, and the multi-sensorial experience of drinking it, smelling it, holding it.”

The bright, fun and exciting new visual identity showcases the out of the ordinary nature of beanless coffee and tells the story of the process behind Compound. From plant, to fermentor to the brand’s water-saving efforts, each element is illustrated and contained within an abstract illustrated letter C. Set against a vibrant color palette, the collection of these elements creates immediate impact and invites consumers to explore an exciting and sensorial new world of coffee.

Maricel Saenz, Founder of Compound Foods, said “We are incredibly proud of our mission and Pearlfisher’s colorful and striking visual identity now allows us to stand proud in the world and on shelves as we future-proof coffee without the negative environmental impact.”


VP, Executive Creative Director: Hamish Campbell 

Head of Client Management: Justine Allan
Client Manager: Abigail Mayes
Associate Strategy Director: Annie Seely

SourcePearlfisher & FAB News

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