Eight O'Clock Coffee Rebrands, Takes Design to Fashion Week

Venerable coffee brand Eight O'Clock Coffee has been given some new clothing. The 154 year old coffee brand has redesigned its packaging and launched some -- yes, it's true -- fashion-related promotions.

One such program, Spot the Red Bag, begins today and encourages people to submit pictures of red bags, whether it's the newly design Eight O'Clock Coffee packaging or or a swanky red bag spotted on the runway during Fashion Week. Or even a red bag spotted on the street. All for a chance to win a trip to New York Fashion Week in February. Pictures can be uploaded to Instagram and given the #SpotTheRedBag hashtag.

A second program will, no joke, involved designers showcasing Eight O'Clock Coffee-inspired handbag designs during this Fall's Style360 during New York Fashion Week.

Coffee packaging as high fashion. That's a new one on us. But an interesting approach none the less.