Oddly Brand Co. is the studio moniker of award-winning designer Chris Ladwig. His work focuses on brand identity, packaging design, and strategic design systems crafted for visionary brands.

Lineage Roasting had been ready for a fresh chapter in their coffee packaging—a chance to align their bags with a philosophy that sees coffee as both an everyday ritual and an experience worthy of a Michelin star. When I stepped in to reimagine their retail coffee bags, I knew the design needed to strike a delicate balance: timeless yet modern, refined yet approachable. Just as importantly, the system had to be flexible enough to keep pace with the seasonal rotation of varietals and blends that define Lineage’s offerings. My solution was a compostable bag with a distinctive silhouette that’s as practical as it is eye-catching, designed for easy pouring and resealing. Visually, I kept the system clean and minimal, using interchangeable sticker labels to differentiate flavors while maintaining a unified brand presence. The final touch is a subtle moment of discovery—a hidden layer of detailed information revealed when customers open the bag, turning each purchase into a small, satisfying ritual.