Redifining the Identity of an Artisan Coffee Brand.

The brief wasn’t to make the brand louder. It was to make it hold its own in silence. This particular coffee company had built a loyal following through sourcing and roasting practices that were far more considered than their packaging suggested. On shelf, it disappeared next to brands with less story but more visual confidence.

Our Approach

• Conducted a visual audit of existing brand assets

• Developed a typographic system inspired by craft packaging

• Introduced a neutral color palette for long-term scalability

• Designed label layouts for seasonal blends

We began by removing things. Decorative seals. Secondary typefaces. Origin stories that tried too hard to sound like literature. What remained was a simple typographic system that could stretch across seasonal blends without losing its posture.

The new labels were designed to feel composed even when stacked irregularly in retail bins. Information was reduced to what someone actually needs while standing in an aisle making a decision in under ten seconds.

Outcome

The updated identity system enabled the brand to:

• Launch in three new retail locations

• Increase product visibility on shelves

• Maintain consistency across packaging formats

Since the relaunch, the brand has moved into a small group of specialty retailers that previously passed on stocking it. The product hasn’t changed. But now it looks as deliberate as it tastes.