93 Degrees Coffee Roasters

​The Challenge

The project required designing for a brand with multiple product variations while maintaining a strong and consistent identity.

Each blend needed to feel distinct enough to stand on its own, yet connected enough to belong to a larger system. At the same time, the brand needed to communicate:

• A sense of warmth and craftsmanship
• Clear and accessible product information
• A visual language that works across packaging, print, and digital formats

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The challenge was not just in creating individual designs, but in building a system that could grow with the brand.

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The Approach

We began by establishing a strong foundational identity - one that could anchor all future extensions.

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Logo & Brand Language

The logotype was designed to feel bold yet approachable, with rounded forms that subtly echo the warmth and richness of coffee. The number “93” becomes the central visual anchor, ensuring instant recognition across applications.

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Typography System

A balanced typographic pairing was chosen to support both expression and clarity:

• A high-character serif to bring depth and personality
• A clean sans-serif to ensure readability across packaging and communication

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This allowed the brand to shift seamlessly between storytelling and information design.

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Packaging Design

The packaging was developed as a structured, color-led system.

Each blend is differentiated through a unique color palette while maintaining a consistent layout. This ensures:

• Easy navigation across multiple products
• Strong shelf presence
• A cohesive brand experience

The design prioritises clarity - highlighting key details like blend type and product category - while still feeling visually rich.

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Communication & Storytelling

The identity extends into communication design, including educational and promotional materials.

A key part of this was visualising the “farm to cup” journey, helping the audience connect with the origin and process behind each product. This added an emotional and narrative layer to the brand, beyond just packaging.

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The Solution

The final outcome is a flexible and cohesive design system that supports both consistency and variation.

• A recognizable and adaptable brand identity
• A scalable packaging system for multiple blends
• A unified visual language across print and digital
• A storytelling approach that strengthens brand connection

The result is a brand that feels grounded in craft, clear in communication, and ready to grow - while offering customers a visually engaging and intuitive experience.​​