← Work · Brand Identity · 07 / 2023
Roast & Toast.
Brand identity for an independent coffee house. A multi-color illustrative mark built around a character, with the construction to carry it across every surface the brand occupies.
§ 01 · Vision
An upbeat and modern coffee house.
With a funky logo featuring an illustration of a coffee cup shaped like a happy slice of toast, Roast and Toast Coffee aims to create a unique and vibrant coffee house experience.
§ 02 · Objective
Joy through the experience of coffee.
The logomark needed genuine warmth and enough construction behind it to function as a brand system. A single illustrative character had to travel across packaging, signage, apparel, and digital touchpoints and keep its definition at every scale.
§ 03 · Identity
A coffee cup and a slice of toast as a single character
Drawn with enough detail to have genuine personality, specificity in the expression, the proportions, the way the steam becomes something closer to a flame. A four-color palette of teal, pink, orange, and dark brown pushes the energy outward. The retro script wordmark grounds it in something familiar enough to feel like it belongs to a neighborhood.
Display script paired with grotesque support
Hand-feel script for the wordmark, structural sans for body and descriptors. Warmth held at the display level; discipline applied to everything else.
Warm browns, cream, terracotta accents
Coffee-grounded earth tones with a single warm accent. No saturated brights, no wellness pastels. Reads as bakery, not boutique.
Hand-drawn, playful, considered
The mark itself is illustrative. A stylized coffee cup with a smiling slice of toast. Joy as the differentiator, but disciplined construction underneath.
§ 04 · Surfaces
Designed to live in your neighborhood.
The character shows up on the cup you carry out the door, the sign on the corner you know by heart, the bag you bring to the market on Saturday. A brand this specific has no trouble finding its people.
§ 05 · Outcome
A brand that turns the first visit into a habit.
The morning cup, the corner sign, the tote across the street. Roast & Toast becomes familiar the way a neighborhood coffee house should. By the time someone notices the brand, they've already made it part of their morning.
