By Maddy Spall
As a designer, it’s an honor to help grow a loved and established brand, and Dancing Goats® has been well-loved by every community it has touched since its inception in 1988. Each decision made for this brand and packaging evolution has been informed by its deep roots in specialty coffee, its lovable character, and its approachable, qualified humans.
Dancing Goats® has a rich history worth honoring: from its beginnings in the Pacific Northwest, to its trailblazing sustainability initiatives, to its artful logos and marks throughout the decades, to its long-standing presence in Atlanta’s most historic neighborhoods. This coffee company has a story and its branding and packaging should shout it from the rooftops!
The Discovery of Coffee Started with a Dance
To tell this story, we’ve evolved former marks and logos into a design that takes us all the way back to the origins of coffee and our namesake: of the goatherd Kaldi and his dancing goats.
The Corolla used in our previous logo becomes the sun shining on the goats grazing in the fields of 9th century Ethiopia. Amongst the plants and grass are the coffee cherries, which give the goats energy and cause them to dance.
Coffee Worth Dancing About
Specialty coffee shouldn’t be stuffy and snobby. The coffee we sustainably source comes from vibrant farms led by warm, passionate people. Our roasting headquarters in Atlanta is full of talented, welcoming, friendly faces.
Coffee gives you energy to set your body into motion. The colors, photography styles, and taglines for Dancing Goats® reflect this philosophy. We’ve even given our coffee bags “center stage” with a spotlight that says, “Give us a show!”
Thank You for Growing With Us
The colors have gotten brighter, the coffee bags are blue, and the logo looks a little different, but at the end of the day, we’re still all about the sustainably sourced and intentionally roasted coffee that we get to share with you.
- Maddy
