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The Ground
Coffee Co.

A bold, approachable coffee identity designed to move from the café counter to packaging and online ordering.

Role
Creative Director
Scope
Identity, collateral and digital concept
Status
Client project
The Ground Coffee Co. collection of branded coffee bags, cups, bakery packaging and café collateral.

New coffee brand and identity kit

Packaging and café collateral

Website, ordering and customer communication concept

Tech aware.
Street level.

The Ground Coffee Co. was conceived as a coffee shop and ecommerce brand with equal emphasis on the in-store experience and the products customers would take home.

The identity needed enough graphic force to stand out on a shelf, while still feeling familiar and accessible. The broader scope connected the creative system to a proposed website, ordering process and customer communication flow.

Wide presentation of The Ground Coffee Co. packaging system across beans, drinks, pastries and bagels.
A single visual language across the café collection

Coffee characters.

The system centers a bold Ground/G signature and simple illustrated characters drawn from cups, coffee and café rituals. Black, cream and coffee gold keep the brand graphic; the character work keeps it human.

Meet the Crew illustration featuring expressive coffee-cup characters in a vintage black, cream and gold style.
Character language developed for campaigns and packaging
Roast black#171614Warm cream#F4E5C7Coffee gold#C8993D

Shelf to counter.

The identity scales from a compact cup mark to illustrated coffee bags and food packaging. Repeating characters, patterned seams and kraft surfaces create variety without breaking recognition.

Two black and gold Ground Coffee bags with illustrated cup characters and branded takeaway cups.
Retail coffee packaging
Black Ground Coffee takeaway cup with gold illustrations beside a croissant and coffee beans.
Cup application and café presentation
Ground Coffee bagel box, branded cup, cream cheese and napkin in a café setting.
Food-service packaging

Café to cart.

The brand was visualized at both storefront and mobile scales. The studies show how the same mark, material palette and packaging language could support a neighborhood café and a flexible coffee-cart format.

Illustrative Ground Coffee storefront with illuminated signage, outdoor seating and customers.
Illustrative storefront application
Illustrative Ground Coffee mobile cart serving branded drinks in an urban plaza.
Illustrative mobile café application

Carry the feeling online.

The proposed digital work extended the identity into a website, online ordering path and automated customer communication. The aim was a clear experience that felt technically capable without losing the brand’s down-to-earth personality.

The website and ordering flow are a concept.

  • Website directionIntroduce the shop, products and brand in one connected experience.
  • Ordering flowOrganize product selection and the path from choice to order.
  • Customer communicationPlan a more consistent response after an order or inquiry.
  • Marketing strategyCarry the same visual system across digital campaigns and customer touchpoints.

A complete brand system.

I designed a cohesive identity kit and a system for collateral, packaging and marketing, plus a concept for digital ordering.

  • Logo and brand identity kit
  • Packaging and collateral direction
  • Café and mobile application studies
  • Website and ordering concept
  • Digital marketing strategy