Flatground Coffee Roasters
Programs Used | Procreate, Adobe Illustrator, Adobe Photoshop
Flatground Coffee Roasters was a redesign project for a professional punk coffee company that wanted its packaging to reflect its skateboarding punk roots in a professional manner with environmental solutions that promoted sustainability.
Turning our attention to the coffee labels, I envisioned a narrative that resonates with different moments in a day spent skateboarding the streets.
In the early morning, we find the strongest brew, symbolizing the energetic start of the day at a skatepark. At midday, we offer a medium brew for those seeking that essential "pick-me-up" during their skateboarding adventures, beautifully portraying the vitality of their chosen activity.
As the day transitions to dusk, we present the decaffeinated option, an ideal choice for winding down after a day of exhilarating experiences. This label artfully captures the essence of walking or skating home at this tranquil time, where one might encounter scenes that resonate with those who travel the city's streets, like shoes hanging from lampposts.
Process
For Flateground Coffee Roasters’ typeface, I wanted to keep it very rough, like a punk-style handmade feel. At first, I experimented with manipulating just the name, but in the end, it didn’t feel right so I moved on experimenting with symbols. I started messing around the the shape of a coffee bean. Something about the curve of the inside of a coffee bean reminded me so much of a skateboard. When the idea was accomplished I began to experiment with different types of lines, angles, and how detailed or lack of I should use to show the shape of the skateboard but not lose the image of the coffee bean in the process. After I found a happy medium I believed was worthy enough I gave the icon a papered texture with rough outlines to stick with the punk handmade feel I wanted to achieve
When considering the packaging, it was aimed to capture the essence of the brand’s skateboarding heritage and commitment to sustainability. Inspired by the inventive habits of fellow skateboarders, who often repurpose small tin containers to store their wax, I drew from this concept. This choice aligns perfectly with the coffee containers' reusable and repurposable nature.
