While I’ve never been to the East Coast of Canada (it’s on the bucket list!), I’ve had this idea floating around for a while now. I wanted to come up with an East Coast/lighthouse inspired identity and see how that could play out with various identity assets, branding and a lineup of products for packaging.

Before I even finished working on the nameless identity, knowing a lighthouse was the direction I wanted to go, I already had this “No fog, no crash, just coast.” tagline in my head. It had to be for a coffee company, right?! So the fictional East Point Coffee was born. I’m always looking to add subtle details to my work, so the E features an eastward arrow which also has a slight trident vibe as well.

Once I had the name, various identity lockups, and tagline sorted out and designed, I got into the the design for the coffee pouch packaging. The waves from the identity were used to add colour and separation to the bag where the name and flavour notes are displayed, while the angled stripes from the lighthouse create the pattern on the side.

The tagline lives at the top of each bag while a subtle anchor, well… anchors the bottom of the bag. Each product is named with a lighthouse or nautical theme, with a Dirty Heads album reference in there as well.

With a strong visual language established, I began to expand the look into the next logical step for a coffee company… cold brew coffee! The layout and colour palette is very similar to the coffee bags to help create continuity across the brand, with the added flare of the instruction lockup on the side.