Em Deane Kelley on “Rite of Spring”

We’re excited to share more work from Em Deane Kelley of Locals Creative, who recently designed the label for our Winter Wonderland coffee, which included a whimsical skiing coyote. This month we’ve released Rite of Spring, a limited-edition, seasonal natural Rwanda coffee with notes of blackberry, lemon and milk chocolate that we hope you’ll try ASAP. We love the dreamy mountain scene that Em created for its label, bursting with color as winter fades to spring.

It’s no mistake that mountains play a part in Em’s design; located in Truckee, Calif., the artist stays close to the small towns and snowy peaks that keep her inspiration and outdoor activism fueled.  

“Spring in the Sierras is truly spectacular,” says Em. “The contrast of the snowy mountains against the bluebird sky, lakes and rivers is a sight that never gets old.” Em says the state of the mountains in spring is always a conversation-starter in Truckee; Did they have a big winter? Are they seeing the effect of climate change? What will the lake level be like in summer? What will wildfire season look like?

While the health of our environment can be a daunting topic, Em hopes this season will encourage people to look at the issues with renewed energy.

“With climate change altering summers in the West, spring has become even more precious, a fleeting moment when California feels its most vibrant. Although these bigger environmental impacts feel heavy and scary, spring feels like a time to approach the world with energy, new ideas and motivation to play a role in making a change,” she says.

Em uses Locals Creative as a platform to promote social and environmental causes, amplified by her work as a member of the Protect our Winters (POW) Creative Alliance. Growing up in Maine, Em watched her parents and grandparents volunteer for causes they cared about. With POW, her own grassroots efforts can reach a broader community. This kind of opening up takes energy and bravery, but, as Em paraphrased from Katie Hawkins in a recent “Tarin It Up” podcast episode: by not speaking up, you are doubling someone else’s voice and power who doesn’t have the same interests as you do.

One aspect of Em’s design for the DOMA Rite of Spring label is a long, open road. We chatted about that spring-fresh feeling when you set out on a road trip, the appeal of traveling to explore and fall in love with new places and cultures, and the sheer optimism that can be found in being in your own metaphorical driver’s seat.

“With roadtrips come possibility, ups, downs, spontaneity, discoveries, and unexpected challenges,” says Em. “This symbolism resonates with me deeply in today’s world. There are times when I have felt stuck personally or when talking about big topics like social and environmental justice, but the metaphor of a long, empty, winding road gives a feeling of hope, excitement and endless possibilities.”

In addition to donating 1% for the Planet from Locals Creative’s annual sales, Em empowers her clients by letting them choose the impact of their project, selecting which organization she donates to on their behalf.

She hopes her design for our Rite of Spring coffee inspires both activism and optimism: “By incorporating a bright color palette and wildflowers, I want you to feel immersed in driving through this peaceful, happy scene. Life can feel chaotic, but this can be a reminder to look around and enjoy the ride.”