EspressoLuv was conceived as a expert craft coffee roaster, providing freshly-roasted espresso beans online.
Working closely with the roastmaster/owner, we developed a visual vocabulary to reflect the brands twin roots of global sourcing and local roasting.
We opted to underscore this dichotomy by expressing unity through contrast — using divergent font families, a color palette of both warm and bright hues, and a self-referential visual embedded in the logo.
We also developed a user manual which outlines logo usage, layout guidelines and preferences, and the brand’s voice for staff and vendors. Naturally, we found ourselves referring to this document often while designing the brand’s packaging and website.