Instinct Roastery is a high-end, artisanal, specialty coffee roastery that offers a unique coffee experience with an ever-changing menu of select beans with unique flavor profiles. As the business grew into their own, their existing brand identity began to feel disjointed.
In our rebranding process, we went back to the concept of instincts itself by recontextualizing it as something subconscious that you can consciously hone and refine. This is most evident in the packaging system, using the artwork to communicate the flavor profile of Instinct Roastery’s beans that is then understandable to the customer after refining their own instinct around the visual language we developed.
Systematic Abstraction
As a specialty coffee roastery, Instinct’s menu is ever-changing but they still needed a visual system that was consistent and scalable. The artwork on the packaging for Instinct Roastery may seem abstract at first glance but is actually quite methodical. The colorful gradients and artful strokes are all elements that make up a very specific visual language, allowing the packaging system to respond to changing menus in a systematic manner with the taste profile dictating the corresponding artwork. Built on a generative system, the artwork explores endless possibilities through carefully defined variables that mirror the selected elements. The process remains constant, yet every coffee bean results in a distinct visual expression, maintaining the artisanal feel of the brand without having to create something from scratch individually.
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*Image courtesy of Microsoft. All rights reserved
