Grounds Coffee
Raghda Barakat
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Posted Nov 21, 2023
Created an inclusive brand identity, establishing a strong presence in the coffee industry.
Grounds Coffee | Full Brand Identity & Packaging
For Grounds Coffee, I created the entire brand identity from the ground up, starting with a distinctive logo and evolving into a complete system that unifies the company’s story, origins, and customer experience.
Scope & Deliverables
Designed the logo to capture the essence of a modern coffee brand rooted in authenticity and craft.
Grounds logo symbolizes connection. So, the next time you take a sip of your grounds brew, take a moment to appreciate the symbolism behind it. The hidden symbolism in the word "grounds"? The letter "G" is carefully crafted to represent the rising vapor of freshly brewed coffee; the aroma that fills the room as the coffee brews is like a symphony for the senses, while the turn-on button symbolizes how we rely on this magical elixir to start our day. So to speak, that kickstarts our day and gets us ready to face whatever lies ahead. It has become a ritual, a moment of solace amidst the chaos of our busy lives. Grounds Coffee symbolizes comfort, connection, and the power to fuel our lives.
Built a cohesive brand system including typography, color palette, and visual guidelines for consistent application across all channels.
Created packaging designs where each pattern and theme reflects the origin of the coffee beans while maintaining harmony with the brand’s visual language.The packaging of Grounds coffee products is meticulously designed to tell a captivating story that celebrates the rich cultural heritage of each origin. Inspired by vibrant African patterns, each origin has its own signature theme, carefully chosen to reflect its unique distinctiveness, traditions, and culture. Its design invites customers to experience the authenticity and richness of the coffee's origin. Every detail has been carefully considered to create an immersive and flavorful experience.
Carefully curated the color scheme to balance authenticity, warmth, and recognition, ensuring each product stands out individually yet fits seamlessly within the overall identity.
Extended the identity across collaterals, merchandise, and digital applications, reinforcing the brand experience in both physical and online touchpoints.
Design Thinking & Strategy
Each packaging pattern tells a story of the bean’s origin, blending cultural cues with contemporary aesthetics.
The system was designed to give flexibility for future coffee lines while retaining a consistent brand voice.
Color psychology played a key role in selections, helping differentiate blends while maintaining a cohesive shelf presence.
Impact & Value
The result is a compelling coffee brand that is instantly recognizable, adaptable across multiple platforms, and engaging for a wide audience. It demonstrates strong attention to detail, clear brand messaging, creative packaging design, and versatility across media.
The Packaging showcases the intricate details of each package coffee's origin, from the lush landscapes where the beans are harvested to the traditional brewing methods that bring out the unique nuances of each cup.
Grounds Packaging transports you to a world of flavors, traditions, and the warm embrace of the community by showing how each design element reflects the rich cultural heritage of the coffee's origin. The aim is to create a compelling narrative that captures the brand's essence and entices customers to experience the coffee's unique flavors and cultural significance.
