SANDGATE COFFEE ROASTERS

Identity / Packaging Design

A speciality coffee roastery whose goal is to make complicated coffee simple, so all can enjoy.

I created an identity that reflects the founder’s ethos and personal journey into premium coffee roasting.

Sandgate Coffee Roasters

This is Mace.

He loves coffee.

He loves it so much that after 15 years as a commercial real estate broker he quit to persue his dream of roasting his own beans.

After retiring from the real estate bisuness he moved his entire family, a wife and three kids to Australia where he was born, to learn the coffee game from his friends at Glitch Coffee in Sandgate, NSW, Australia.

While there, everyday for six months, he drove past this sign. Very ordinary and simple, but this “sign” sparked the idea for the brand name. An homage to where he and his families coffee journey began.

This sign also served as the inspiration for the identity as well.

The identity builds upon the negative space of the poles, creating a simplified symbol of the sign itself.

Using this symbol, the brand’s identity can consistently connect their content back to the place where the journey began.

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