Brand Identity Design Case Study

Case Study: Brew & Root – Craft Coffee Brand Identity

Designing a rustic yet modern identity for an artisanal coffee startup.

Client Overview

Brand Name: Brew & Root

Industry: Specialty Coffee / Café

Location: Portland, OR

Challenge: Brew & Root, a new coffee roastery, needed a brand identity that reflected their commitment to ethically sourced beans and a cozy, community-driven café experience. They wanted to stand out in a saturated market with a design that felt organic, approachable, and premium.

Objectives

Develop a memorable logo and visual system.

Create packaging that highlights small-batch roasting.

Design a warm, earthy color palette to evoke authenticity.

Ensure versatility across merch, signage, and digital platforms.

Process

1. Discovery & Research

Conducted competitor analysis (e.g., Stumptown, Blue Bottle).

Defined keywords: rustic, handcrafted, sustainable, inviting.

Sketched 20+ logo concepts blending coffee and nature motifs.

2. Logo Design

Final Symbol: A minimalist coffee cup with a root forming the handle (symbolizing "groundedness" and quality beans).

Typography: Pairing a rugged serif (for heritage) with a clean sans-serif (modernity).

Logo Evolution Early sketches to final mark.

3. Color Palette

Primary: Deep brown (#5C4A3A) + Warm terracotta (#D97E4A).

Accents: Cream (#F5F0E6) + Sage green (#7A8C6D) for eco-friendly associations.

4. Packaging & Applications

Coffee Bags: Hand-illustrated labels with roast-level icons.

Merch: Reusable tote bags, mugs, and loyalty cards.

Social Media: Earthy filters and candid café photography.

Packaging Mockup Label designs on bags and cups.

Results

Launched with a 40% increase in pre-orders vs. projections.

Featured in Portland Food Weekly for "best new branding."

Expanded to 3 local cafés within 6 months.

Client Quote:

"The design perfectly captured our roots-to-cup story. Customers instantly ‘get’ us."

Key Takeaways

Balancing rustic and modern aesthetics broadened appeal.

Custom illustrations added a handcrafted feel.

Consistency across touchpoints reinforced brand recall.

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