Brand identity refresh
A visual identity for a boutique coffee roaster - logo, colour system, typography and packaging that holds its own on a shelf.
Client
Artisan Coffee Co.
Year
2024
Services
Branding, Packaging, Graphic Design
Links
N/A
Overview
Overview
The coffee was good and the packaging looked cheaper than it was. A boutique roaster was competing on quality while the bag on the shelf suggested a commodity product.
We built an identity from the label outwards, so the brand would read correctly at the distance a customer actually meets it.
The brief
Speciality coffee is bought with the eyes first. The packaging has to look intentional from two metres away, explain the roast on the back, and survive being handled in a busy kitchen.
The brief had three parts: a mark that reads at small sizes, a colour system that separates the range without shouting, and packaging that can be printed locally without surprises.
The system
- A primary wordmark and a compact mark for small formats
- A restrained palette with one accent per product line
- A typographic scale for packaging, menus and social
- Print-ready artwork with the dielines the printer already uses
Packaging
Five product lines were designed as one family: same structure, same typographic hierarchy, different accent. The range reads as a range on a shelf rather than five unrelated bags.
Outcome
An identity that matches the quality of the product, and a packaging system the roaster can extend to a new line without a redesign.
The Challenge
The roaster was selling speciality coffee in packaging that looked like a supermarket own-brand. The product justified a premium and the bag contradicted it, and there was no system behind the design - every new line would have meant starting from nothing again.
Our Approach
We designed the identity from the packaging inwards: a mark that stays legible on a small label, a colour system that separates product lines without turning them into different brands, and print-ready artwork built on the dielines the local printer already runs.
Results
1
Identity system
5
Packaging lines
4
Social templates
"A premium product deserves packaging that says so before the first sip."
— The aumenso team
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