Artisan Coffee Gear: brand universe & webshop

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 Artisan value proposition — The value proposition the whole brand was built on

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.

60 / 40 Explorer and Ruler, the archetype mix behind every decision Drop for more

Branding& Design

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 wordmark: Ailerons, spaced wide, with coffee gear set quietly underneath

Three typefaces and four colours: olive, ink, paper and white

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.

From letter to pattern, with the botanical drawings that go with it

The gear, drawn as blueprints, so the catalogue reads like a manual

Posters for barista tools and home brewing

Business cards, washi tape and polo shirts: the system built to be touched

ProductDesign

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.

The Artisan website on a desktop screen — The webshop on desktop

Website section presenting espresso machines — The world's finest coffee machines, as the page puts it, and the brand on the phone and the counter

Mobile pages and a shop counter with Artisan stickers — The world's finest coffee machines, as the page puts it, and the brand on the phone and the counter

Green coffee packaging and jute sacks with the Artisan mark — Packaging for green beans, brought in directly from Colombia

Bottle and tablet visuals for raw beans from the source — Campaign visuals: raw beans, from the source

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.