Brand identity

Ordinary Coffee

A quiet identity for a roastery that refuses to shout.

Client

Ordinary Coffee Co.

Role

Lead designer

Year

2025

Services

Brand identity, packaging, signage

01

Challenge

Challenge

Ordinary had great coffee and no face. Bags, cups and the shop sign all came from different printers and looked like three different businesses.

Ordinary had great coffee and no face. Bags, cups and the shop sign all came from different printers and looked like three different businesses.

02

Approach

Approach

We built the system around one plain wordmark and a strict grid of origin labels. Every bag carries the farm, the altitude and the roast date in the same place, so the shelf reads like a library.

We built the system around one plain wordmark and a strict grid of origin labels. Every bag carries the farm, the altitude and the roast date in the same place, so the shelf reads like a library.

03

Outcome

Outcome

The new bags launched in two shops and online in the same week. Wholesale cafés started asking for the cups by name.

The new bags launched in two shops and online in the same week. Wholesale cafés started asking for the cups by name.

+38%

online orders in the first quarter

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