Concept project
Atlas Coffee Roasters
A concept identity and online store for a speciality roastery expanding from wholesale into direct-to-consumer sales.
- Industry
- Speciality food & drink
- Services
- Brand identity, packaging, e-commerce
- Focus
- Identity system and direct-to-consumer store concept
Challenge
A wholesale-first roastery has no consumer-facing identity and no channel of its own. Everything it sells is filtered through someone else's brand.
Approach
We treated origin as the narrative spine: each coffee is a route rather than a product. Positioning, naming logic and a simple three-tier range structure were defined before any design work.
Creative direction
A typographic identity with cartographic detailing, a warm neutral palette and packaging that turns each origin into a distinct colour field.
Execution
Identity system, packaging artwork, a headless e-commerce concept with subscription logic, and a content plan for launch.
Results
Success would be measured by direct-channel revenue share, repeat purchase rate and subscription retention at 90 days, tracked from launch.
This is a concept project. No client performance data is presented — the section below describes intended outcomes and how they would be measured.
Key takeaways
A wholesale brand moving direct needs a story before a store. Range architecture makes the shop design almost self-evident.