1980’s energy fuelled into an eccentric coffee brand.
Branding
Packaging
Client: Rooster Roasting
Scope: Brand Identity & Packaging Design
Rooster Roasting, an Edmonton-based coffee roastery founded by two adventurous friends passionate about single-origin coffee and 1980s energy, initially designed their own logo but lacked a cohesive visual identity and scalable professional branding. We worked with the business to develop a brand identity and packaging that spoke to the owner’s vibrant personalities.
Description
Problem:
The business came to us with their own DIY logo but lacked a cohesive visual identity and scalable professional branding.
With a limited budget and no existing branding, Rooster Roasting engaged us to design a new coffee bag that would establish a fresh visual identity and differentiate them from competitors.
Process
Our process began with an in-depth discovery session covering their history, audience, goals, competitors, culture, and brand aspirations. We then developed a visual strategy reflecting their core attributes: wild, playful, upbeat, adventurous, and confident.
Solution:
We developed a playful, eccentric visual identity that distinguishes Rooster Roasting from local competitors while reflecting the founders’ vibrant 1980s spirit. Starting with a redesigned rooster logo, we introduced a dynamic pattern and a bold, balanced color palette of hot pink, cool blue, black, and off-white. Typography reinforces the brand’s bold, playful character, and the packaging conveys the energy and uplift of a second morning coffee.
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We developed a playful and eccentric visual identity that sets Rooster Roasting apart from local competitors while capturing the founders’ vibrant 1980s-inspired spirit. The logo features a coffee bean integrated into the rooster’s wing, and we created variations with overlays to convey the brand’s energy and movement. A dynamic pattern and bold, balanced color palette—hot pink, cool blue, black, and off-white—reflect both the founders’ personalities and the energetic “jitter” of a caffeine fix. The typography completes the system, reinforcing the brand’s bold, playful, and distinctive character.
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We extended the visual identity into packaging design, featuring the vibrant, dynamic pattern along the sides of the bags while keeping the front and back clean and minimal. This approach balances energy and clarity, allowing the brand’s personality to shine without overwhelming the product information.