Upward coffee packaging & Branding
This is a conceptual branding of Upward Coffee, a roastery and coffee subscription service in Minneapolis, Minnesota. Upward Coffee’s mission is to create a human connection to the source of their beans. The staff has a chance to travel to locations of the free trade farms they work with and learn more about the farmers they invest in. Each bag has a small story about the coffee farm, organization or a specific person tied to the source on the back of the bag. They hope their consumers will take the initiative to learn more after reading about their coffee selection.
logo & wordmark
I designed a custom wordmark for the logo that is flexible in a variety of ways for the primary and secondary marks. The inspiration behind the wordmark came from geometric forms I found in the patterns of textiles from Columbia, Guatemala and Ethiopia. I also wanted the wordmark to feel current and applicable to the bright modern packaging. The main elements of this graphic in the center of the logo are a play of the “U” and “C” taken from the custom wordmark. Forming an eye over a cup of coffee, it carries a dual meaning of both waking up and connecting to humanity.
The staff at Upward is very passionate about their work but does not take themselves too seriously. The eclectic and unique nature of the roastery comes through the packaging in bright colors and simple graphic elements. On the back of each package are simple but quirky illustrations inspired by the patterns and colors of beautiful textiles found in each country of origin. Each package also has a custom pattern on the tape (meant to pair with the illustration) sealing the bag. This same pattern on the tape is also used to seal their subscription boxes for a bold delivery. The packaging is made from FSC (Forest Stewardship Council) certified paper. The FSC is an organization that works to promote the practice of sustainable forestry worldwide. Sustainability is a core focus of Upward Coffee.
I designed a series of enamel pins based off the illustrations on the packaging. These pins are available for purchase through the website and also come with the yearly subscription package as an extra gift of appreciation from the folks at Upward Coffee for showing support.
