Visual identity
Category
DESIGN
Client
Apex Coffee Roasters
Year
About the project
Apex roast in small batches and sell most of their coffee in paper bags stamped by hand. Their old logo didn't survive the stamp.
The brief: an identity that holds up on rough paper, small labels and a roastery wall, and lets each origin speak for itself.
What we made: a heavy, condensed wordmark that stays legible when stamped, a label system where colour marks the roast and type marks the origin, and signage for the roastery and café.
What changed: the team can now design a new label in minutes, from a template, without calling us.
What we learned: an identity for a small roaster has to survive real handling: ink that bleeds, labels applied by hand, bags folded in a hurry. We tested every element that way before we signed it off.
