Verve Coffee Roasters from Santa Cruz, California has a clear brand identity that isn’t afraid to go in far-flung directions – just check out their collaboration with the Grateful Dead. Now we take a closer look at Verve’s latest out-of-the-box solution in our ongoing Coffee Design series, and learn more about how the California-based company plays with typography, color and design with circumscribed and seasonal releases like the modern Wilder’s mixturean offer in a package as vibrant as the coffee itself.
“The Wilder Blend packaging is a direct reflection of what’s happening in the cup,” says Senior Coffee Buyer Kylee Clancy, “with explosive notes of watermelon jelly, pineapple guava, and orange sorbet, the coffee delivers a candy-like sweetness laced with tropical acidity and electric aromas that linger long after each sip. This uncompromisingly noisy, boundary-pushing profile inspired a visual identity that’s equally lively and unexpected. Bold, fun colors and striking design elements reflect the layered nature of the mixture, conveying its sense of experiment, energy and jovial intensity even before the bag is opened.”
Verve works with no problem meet all their packaging needs and point out that the company’s ability to print with low minimum runs is key to their experimental special editions. “We love working with noissue,” says Katie Kelso, director of brand marketing and innovative operations at Verve. “They have been Verve’s trusted packaging partners for many years thanks to their collaborative approach, clear communication, reasonable minimums and fair pricing. Together we are able to create distinctive seasonal packaging that thoughtfully complements our blends.”
Tell us about the inspiration behind the name Wilder Blend.
The mixture got its name from Wilder Ranch State Park on California’s Central Coast, where rugged cliffs meet open fields and the land feels both rugged and expansive. It reflects moving through the world with openness and intention: getting off the beaten path, accepting unpredictability, and finding beauty in landscapes that feel alive and untamed. The blend’s name pays homage to those spaces – and those moments – that encourage exploration, reflection and a deeper connection with the natural world.
Verve’s Wilder Blend continues to push the boundaries. It’s bold, radiant and electric by design, yet balanced enough to keep you coming back. Inspired by Nestor Lasso’s fearless approach to fermentation, this yeast-infused blend combines experimental Colombian coffees with washed Ethiopian heirlooms in a cup that’s noisy, juicy and lively. With a candy-like sweetness, tropical fruit, and heady flavors that hit quick and long, they leave a fun, rule-breaking impression with every sip.
Flavor ingredients are clearly apparent on the packaging – tell us how Ethiopian coffees complement Colombian coffees inoculated with yeast. Wilder is three magical coffees: one from Mustefa Abakeno from Ethiopia and two from Nestor Lasso from Colombia. The result of Mustefa Abakeno is a wonderful, dehydrated, heirloom Ethiopian coffee. Mustefa Abakeno’s washed coffees are carefully dried in partial shade, and shade nets are used during peak sun hours to protect the fine flavors. This precision maintains aromatic clarity and balance, creating a immaculate, electric cup that provides the perfect base for Wilder. Nestor Lasso supplies Ombligon and Sidra, both inoculated with yeast. Nestor Lasso is known for designing fermentations with a clear sensory goal – creating coffees that can taste incredibly bold, sometimes even shocking to first-time drinkers. The combination of these coffees delivered tropical fruits, candy-like sweetness, floral notes and jam intensity.
What was the reaction of regulars and staff to the coffee?
Wilder immediately became our employees’ favorite. Our team likes a sweet, juicy, fruity profile. Our retail team especially prefers it as a frozen tincture due to its radiant, refreshing nature. It’s adventurous but sippable – bold without getting funky or anything polarizing. It is consistently described as “nice coffee”. Customer response has been very balmy and we are starting to see repeat purchases. We’ve shared some exclusive customer reviews online:
“Wow!! This coffee is spectacular. Noisy and aromatic are the right words! Amazing work, Verve!”
“I just received the Wilder blend and brewed it in the recommended proportions. Wow! This is indeed a sturdy and aromatic blend. It’s everything it claims on the package. Mighty, candied flavors with a noisy and proud scent. Certainly a bold and memorable cup. I’m glad I took a chance on this blend.”
Thank you!
