Utopian Coffee was founded by a backpacking vagabond who fell in love with coffee-producing countries, particularly their diverse cultures and people. Today, this has evolved into an intentional commitment to invest in and learn from coffee producers first hand. "Farm Direct" may be a catch-phrase for some, but it's a non-negotiable lifestyle choice for Utopian Coffee. To capture this unwavering promise, Utopian's branding and packaging design were evolved into a vibrant representation of the sources of their coffees. Colorful full-bleed illustrations of surrealistic flora and fauna replaced Utopian's previous stark blue identity. To complete the brand overhaul, the logotype was given a modest evolutionary facelift. The results allowed this humble coffee roaster from Fort Wayne, Indiana to stand brightly amongst its third-wave coffee counterparts.