Agency: Studio Output
Group Creative Director: Dan Moore
Project Type: Produced, Commercial Work
Client: Union Hand-Roasted Coffee
Location: London, UK
Packaging Contents: Coffee
Packaging Materials: Paper, copper
Union Hand-Roasted Coffee is an independent small-batch roastery in East London. We developed a new brand identity, reflecting their position as the choice of the discerning coffee-lover.
Ensuring continuity, we retained the rich indigo colour of the previous brand identity, but used it more sparingly. A rich copper colour adds distinction to natural kraft packaging, through foil-blocking and a reusable metal clip. Consumer and trade bags are taller and more elegant, featuring only the brand information and story.
An outer ‘crash-tray’ creates on-shelf presence, identifies individual coffees through a colour system and introduces the brand’s more friendly tone of voice. As well as a strength and flavour guide, the tray also displays the ‘cupping score’, giving people a chance to judge a coffee’s quality objectively for the first time – a move which will undoubtedly raise the bar for the industry as a whole.