Roast28 — Brand identity
Goal: Develop a brand identity that differentiates the company in the specialty coffee market.
CLIENT
Roast28
ROLE
Brand strategy and development
Creative marketing
Multimedia designer
PROJECT
Roast28 is a startup in the specialty coffee space, specializing in dark roast whole bean coffee that is USDA Organic and Fair Trade Certified. The company needed foundational brand work done, including brand strategy, brand identity design and development, and creative marketing.
DELIVERABLES
Brand strategy
Market positioning
Persona development
Logo design
Visual identity design
Brand guide
Style guide
eCommerce website design
Social media marketing
Creative ad campaigns
Print design
Packaging design
Photography and editing
Videography and editing
Visual identity design
Personality elements of the Lover archetype informed the messaging, logo design, and graphics. For the logotype, a romantic, curved typeface was selected and hand-set, with the "28" enlarged to create an effect that mimics coffee steam.
Brand guide
A brand guide outlined uses and guardrails, defined print and web typography, and provided photography examples. This provided Roast28 with guidelines that would ensure consistency and scalability as the company grew.
Opportunity: Design to amplify startup credibility and presence, conveying maturity and experience.
ecommerce website
A complimentary style guide was developed using brand guide fundamentals and drove decisions for the eCommerce website. A style tile outlined the look and feel of the site, including how links and buttons would look and the typographic hierarchy.
Print and packaging design
Packaging was designed using 3D rendering software, making it easier to visualize the finished product and saving money on potential failed prototypes. Marketing inserts were created for shipping and facilitated brand loyalty and upselling.
Opportunity: Impress customers with thoughtful packaging design—focusing on overlooked details.
The new brand identity reflected the thoughtful quality of the company's products.
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