Artisan Coffee Gear
Branding coffee gear for people who take coffee seriously.
- Branding project · Coffee equipment, retail
- 2019
- Brand strategy, brand universe, visual identity, illustration, packaging, website
Gear for people who take coffee seriously
Artisan sells coffee equipment to passionate customers: people who weigh their doses, time their pours and read up on every grinder before they buy it.
A catalogue alone does not speak to them. Artisan wanted a tailor-made environment with a personal voice, one that helps customers join the specialty coffee community and feel understood.
The One Who Knocks
We built the direction on three keywords: only the best coffee gear, understood, coffee community. The archetype is part Explorer, part Ruler, and every choice that followed, from type to the webshop, comes back to it.
Ailerons for the mark, Gruppo and Gotham for everything else, and an olive, ink and paper palette that lets the equipment be the hero. The A of Artisan folds into a repeating chevron, and every machine is drawn as a technical illustration.
- Brand strategy
- Brand archetype
- Logo
- Typography system
- Colour palette
- Letterform pattern
- Technical illustration
- Stationery
- Merch
The A of Artisan folds into a chevron.
A texture that runs across tape, packaging and posters without ever repeating itself the same way twice.
The branding carried into a webshop that reads like an atelier: botanical line art, generous space and the machines centre stage, under one line, “Get to the core of your craft.” The same system dresses the green coffee side of the business.
- Website
- E-commerce UI
- Packaging
- Campaign visuals
“Get to the core of your craft.”
The line that opens the webshop.
A complete brand universe, from the letterform pattern to the webshop, for a shop that wants to be part of the specialty coffee community, not just sell to it.
Coffee Street
