Seattle’s Best Coffee, part of Starbucks Corp., is changing the coffee category with its new “Level” system. Designed to simplify the shopping experience, the packages are numbered and color-coded according to the coffee’s taste profile, from a mild, light Level 1 (yellow) to a bold, dark Level 5 (purple). Consumers can also choose from a decaffeinated blend, organic fair trade certified blend and flavored coffees cinnamon (marked “C”) and hazelnut (marked “H”). The new look is by design firmCreature.
