2022Habitat Roastery
Brand / Packaging
This concept project involved crafting a comprehensive design system for a modern and bold coffee roaster that aimed to stand out through a combination of fluid and geometric shapes and bold primary colors. The brand was designed for a central location frequented by business professionals in the north downtown core of Calgary. The work spanned packaging for coffee beans, instant coffee, takeaway cups, shopfront signage, menus, and other in-store materials.
The design process centered on creating a series of geometric 1x1 interchangeable squares that could be combined to form dynamic brand patterns. I paired this with a variable sans-serif font that enhanced the brand graphics and could be easily coordinated with a simple and accessible color scheme. The intent was to use this solid and flexible brand guideline base to develop packaging that could evolve with potential future changes in the retail lineup.
A key challenge was ensuring a balance between bold contrast and legibility. This was tackled by using the WCAG contrast checker and carefully pairing colors to be accessible for those who are colorblind.
The final execution resulted in a visually striking and functional packaging collection that aligned with the intentions behind the initial concept. The assets provided a tasteful combination of vintage-inspired and modern elements, ensuring the adaptability and flexibility of the brand moving forward.