The type (Gibson Bold) looks sturdy and dependable, just like the kind of coffee they deliver. They company embraces the stability desired by their consumer when advertising their beverages. By choosing a bold weight, they are making a promise to their customer that their coffee will be bold and strong. The designer chooses to remain simple in design, because people without their coffee will be looking at it and there is no need to give them a headache when they are already grumpy. 
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