Peet’s Coffee is a local brewery that started it’s first coffee shop in Berkeley, California 1966. The store grew quickly and soon they began to provide the newly started Starbucks Coffee with their dark roasted beans, and the rest is history. The first coffee shop on Vine Street in Berkeley became the spot were loyal coffee connoisseurs went to get their daily cup. The customers eventually got the nickname Peetniks, today that is the name of Peet’s reward club members.
With the rebranding of Peet’s Coffee, I wanted to bring back the personalities of the old Peetniks from the 60’s. As a tribute to their classy style, the coffee roasts has therefore been dedicated an illustrated hat, each one with its own distinct personality.