Design a brand and packaging for a new conservation focused, donating $1/bag, fishing related coffee company. At the same time try and make the concept of waking up at the crack of dawn new and different in a consumer space that always talks about early mornings. On the water fishermen are always searching for that rising fish across the horizon. The horizon became the grounding device and storytelling tool for the brand. Horizon bars represent the numerous times, places, and moods of being outdoors chasing your passions.