An Edwardsville, Ill.-based coffee roasting company, Goshen Coffee, has a new look, highlighted by a “Modern Rosie” image of a tattooed young woman flexing her bicep.
The rebranding was led by St. Louis-based marketing and design firm Atomicdust, which says it strived to create a design that was “more reflective of the company’s colorful attitude and commitment to unique, bohemian java.” Goshen roasts only fair-trade, organic coffee in small batches.
“Atomicdust is filled with coffee addicts and enthusiasts,” said Mike Spakowski, creative director of Atomicdust. “We were excited to take on the challenge.”
The “Modern Rosie” image was captured by Canadian photographer Michaël Fournier, and is intended to capture a “rebellious, underdog” image. Two new packaging variants were used for each of Goshen’s 25 coffee varieties, and the roasting company’s website also reflects the new branding.