cleave coffee co.
brand identity and packaging for a pnw-based coffee roaster
The founders of Cleave Coffee Co. wanted a fresh, professional yet warm brand for their new coffee roasting business. Together, we developed a brand identity, logo suite, color and typeface palette, along with a branded evergreen packaging solution.
THE
PROCESS
Market Research & Moodboards
We analyzed Cleave’s competition by evaluating their social media platforms, websites, thought-leadership content, and packaging. For privacy, we have chosen not to disclose this research here, however, it helped us to identify ways we could help Cleave’s visual brand and social strategy to stand out. From there, we built two moodboard concepts.
Sketches and
Digital Exploration
INITIAL CONCEPTS
From the selected moodboard, we built two concepts for Cleave to review. Each took a slightly different approach to the brief.
minor refinements
final suite of logos
SAMPLE OF BRAND GUIDELINES DOCUMENT
packaging
The founders of Cleave Coffee Co. wanted a packaging solution that would catch a consumer’s eye from the shelf, while also being cost-effective.
Before beginning the project, we conducted a competitive analysis and found that most of Cleave’s direct competitors used a one-color bag and label system. Our package solution features a distinct brand pattern that was sure to stand out against competitors in the area, while also being flexible.
Each of Cleave’s core roasts (The Self-Starter, the Trail-Blazer, the Homebody, and the Hell-Raiser) was assigned a secondary color from the brand to help consumers distinguish the blends quickly. The main package body was designed to blend well with each of the labels, which could be printed and applied separately, allowing for flexibility with future changes of blends.
