Coffee Roaster | Brand Strategy & Identity Design | Package Design | 8 weeks
30 Story Coffee
Crafting a story-led identity system for a small-batch coffee roaster expanding into in-person and online markets.
The Goal
Scalable Recognition
Create a cohesive identity rooted in the brand origin story that could scale across retail and wholesale channels.
The Challenge
Small Budget Production
Balance the practical constraints of a small-budget production operation with room and opportunity to grow.
The Outcome
Flexible Simplicity
A tailored brand identity and system, easily adaptable to any application, that stands out in a saturated market.
The brand was expanding beyond worth-of-mouth sales into in-person and e-commerce markets and needed a clearer, more versatile identity. The goal was to infuse the brand’s origin story into a recognizable visual identity that would scale into a coffee truck or cafe one day.
30 Story Coffee built early local loyalty through its founder’s storytelling and product quality but lacked visual coherance. The identity felt handmade but inconsistent and not reflective of the brand personality and purpose. The task was to work within the current small-batch operation constraints while introducing the clarity and polish required for growth through exposure and partnerships.
The Strategy
“Level up your daily cup.”
Core Idea: Make the coffee ritual a highlight of daily life.
This became the thread connecting the brand purpose with the messaging and visual identity.
The Purpose
The Promise
To make premium coffee approachable.
The Personality
Intentional. Balanced. Welcoming. Reliable.
The Exploration & Iteration
Early exploration focused on expressing elevation.
The Brand Identity
The name originates from having started the business while living on the 30th floor of a condo building, which inspired a brand idea of elevation — turning daily coffee into an elevated daily ritual.
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