A journey of reinvention for formerly known Kickapoo Coffee hailing from the Driftless Region in Viroqua, Wisconsin. Wonderstate represents the physical and mental state of wonder surrounding the Driftless area while also nodding to how coffee inspires creativity and inspiration for many of us. We are proud to have stepped up to the challenge of renaming a company facing issues of appropriation and rebuilding a brand that represents its values and culture with respect and creativity.
The bag design is inspired by Kintsugi; a Japanese artform and philosophy concept of taking something that is broken and mending it while treating the breakage as history of the object rather than disguising it. Additionally, its topographic river system feel nods to the former name, which was originally inspired by the Kickapoo river which flows through Viroqua. This Kintsugi mentality is very important for the people at Wonderstate, and felt like a beautiful way to transition from who they thought they were to who they want to be.
We created a set of icons that appear on each label, each inspired by flavor and place.
Creative and Art Direction
Design and Illustration