A roastery that sounds like its neighborhood

The problem

A ten-year-old roastery had outgrown a logo drawn by a friend. Wholesale buyers mistook it for a hobby, but regulars loved the old mark.

My role

Two-person studio, identity and packaging

Constraints

• The roaster's bag supplier prints two colors on kraft, nothing more.
• The crescent had to stay. The owners were clear about that on day one.
• Launch had to land before the holiday wholesale catalog.

Decision 01

Kept the crescent, redrew everything around it

We traced the original crescent, corrected its curves, and paired it with a condensed wordmark set wide.

Why

Regulars identified the shop by the moon. Replacing it would have spent ten years of recognition to fix a problem of craft.

Decision 02

Tied color to roast, not to origin

Three inks, one per roast level, so a café owner can stock a shelf by color alone.

Why

Wholesale buyers order by roast. Origin stories live on the back of the bag where people actually read them.

Decision 03

Designed for two colors on kraft first

Every application was drawn in two flat colors on brown paper before anything else.

Why

If the bag worked within the supplier's limits, every other surface would be easier, not harder.