Atlas Coffee Roasters
A wayfinding-inspired identity for a single-origin coffee roaster.
- Client
- Atlas Coffee Roasters
- Role
- Brand identity, art direction
- Year
- 2025
- Discipline
- Branding
Overview
Atlas roasts single-origin coffee and wanted an identity that treated each origin like a destination on a map. The brief: feel premium without feeling precious, and scale from a 60g bag to a storefront.
The challenge
The category is crowded with hand-drawn, earthy marks. Atlas needed to stand apart on a shelf while still signalling craft and provenance.
The approach
I built the system around a coordinate motif — a modular grid that turns latitude and longitude into a visual language. A confident grotesque wordmark anchors the brand, while a flexible label system colour-codes each origin.
- Brand strategy
- Logo & wordmark
- Packaging
- Art direction
“Oscar gave us a system, not just a logo. Every new origin slots straight in.”
— Founder, Atlas Coffee Roasters
The identity rolled out across packaging, signage, and a wholesale catalogue. Atlas reported a noticeable lift in shelf recognition after relaunch.