Our Latest Bag Redesign and Why I Love It

Hey, Jonathan here.

Have you ever thought about why you love coffee? Have you ever taken a step back and thought about your favorite things about coffee? As the branding manager and one of the primary marketing strategists of Sagebrush, I’m actually paid to figure that type of stuff out. We here at Sagebrush love coffee for many reasons; it’s not merely the taste, it’s not merely the routine, in fact, the primary reason we love coffee is “connection.”

We dedicate a lot of time to connect with those from whom we source coffee (how can we put on display the hard work of coffee producers if we’re not seeing their work?). That time is primarily spent at origin interacting with the importers and farmers directly. This past month (March 2025), Matt has trekked to Guatemala, Costa Rica, Panama, and El Salvador and in October of 2024 he visited Colombia as well. Each of these trips all had the same goal: connection. At Sagebrush, we are seeking to be as focused as we can to showcase the producers that are actually providing us with these exquisite beans. In fact, our goal this year is to have interacted with, cupped with, had conversations, and/or spent a meal together with the producers of 90% of the volume of coffee we’re offering this year.

And this leads me to the project I've had the opportunity to develop these past few months: a bag redesign and a product refresh. I love these kinds of projects. As someone who is very creatively inclined, I find it so rewarding to refine and elevate the experience the customer receives through our coffees. It excites me to know the work I’ve been putting into this project for almost half a year now will finally reach those who purchase from us. And although the new bags do look visually better, the primary purpose of this redesign is actually connection. 

Coffee is valuable because it connects us to others. Even in its core function of caffeination, the energy gained from this drink enables those who consume it to further connect themselves with others. In this redesign, we look backward into the supply chain. We communicate more clearly who it is you’re connecting to through the coffee that you purchase. We look at the producers, we put faces to names, we bring value to this bean in a more direct way than we ever have before. Our new bags as well as our new naming system reflects this intention. Coffees now are titled with the furthest traceability that we have, which for 90% of our coffees, reaches the producer themself. 

Our personal connection with producers throughout the world is something we take pride in here at Sagebrush, and it is my job to push that connection along to you, the one who is investing in us, the one who supports us in our journey as a specialty coffee roastery. Thank you for your support, and I hope you feel cool using our new bags! Thanks