For Grün Coffee Roastery’s brand identity and packaging, I drew deep inspiration from the coffee plant itself—its rich textures, organic forms, and the intricate journey from seed to cup. I set out to create a visually striking illustration that would encapsulate the soul of the brand. Initially, my exploration led me through a detailed, sketch-style rendering, focusing on the natural veins of the leaves and the plumpness of the coffee cherries.
However, as the concept evolved, I pivoted toward a more refined, minimalist direction. I ultimately chose to create a bold, black ink-like abstraction of the coffee plant with its fruits. This direction allowed the illustration to convey the raw, expressive nature of coffee while aligning with a more contemporary aesthetic. The final design captures the organic essence of the coffee plant in a graphic, modern form that stands out across various packaging formats.

The logo was designed as a bold, uppercase wordmark to reflect a confident and distinct brand presence. I selected a slightly rounded, blocky typeface that communicates modernity while remaining warm and approachable. This typographic choice ensures versatility and clarity across multiple applications, from packaging and signage to digital platforms. The integration of the logo with the botanical illustration is intentional—the plant appears to grow around the wordmark, reinforcing the brand’s foundational connection to coffee cultivation and its natural origins.

To establish strong visual differentiation between product lines, I used a palette of warm, earthy, and vibrant tones for the whole bean bags, evoking the richness of roasted coffee. In contrast, a cooler blue palette was chosen for the cold brew cans, suggesting refreshment and a crisp flavor profile. The overall design system blends artisanal craftsmanship with a clean, contemporary minimalism. Structured layouts, careful use of white space, and clean typography contribute to a cohesive visual identity that enhances brand recognition while honoring the craft of coffee making.