COFFEE

GHOST ROAST

ROLE

Creative Direction
Identity System
Package Design
Messaging
Graphic Design

A brand that began as a college logo challenge became a fully-fledged cozy, homey brand identity full of clever puns and feel-good vibes. We built this fictitious company into a coffee roast brand fans are dying to try for real.*

*This brand is fictitious.

Approach

PHASE 01: Brief

Using the name “Ghost Roast” as a starting point, build a brief based on the target audience: 20-30 somethings who prefer to stay in curled up with a good book, a cup of homemade coffee, and their cat.

PHASE 02: RESEARCH

Research existing coffee roasters. What do their brands look like? What fonts, colors, and overall vibes do they give off? Take notes upon notes.

PHASE 03: MOODBOARDS

Using textures, colors, fonts, imagery, and other sources of inspiration, hone in on two unique visual concepts.

PHASE 04: ITERATE

Dump everything into an Illustrator document. Fonts, colors, imagery. How does it all piece together? Spend a large chunk of time testing new arrangements, combinations, and layouts until the strongest concepts emerge.

PHASE 05: CREATE VISUAL SUITE

Build out supporting assets for a suite that is adaptive, extensive, and versatile.

PHASE 06: APPLICATIONS

Using the visual suite, apply new branding to industry-appropriate deliverables: bags of coffee beans, business cards, luxurious shipping boxes, and enamel mugs that people are dying to get their hands on.

PRIMARY LOGO

Ghost Roast’s brand identity centers around Ghostie, the sassy but lovable mascot. Inspired by the “ghost photoshoot trend” that was popular among young adults in 2020, the mascot and its paired rounded serif font represents a friendly, young, autumn-like vibe that leaves coffee enthusiasts wanting more.