Monocle is a coffee producer that delivers quality coffee to its vast customer base. Recognising that their customers are increasingly curious about product sourcing and environmental impact, the brand recently revitalised their Monocle coffee range to better reflect the product story “from the highest farms we get the highest quality” and worked with us to reimagine the new and improved vision.

As you may know, coffee is a complicated category for consumers to navigate; The mission was to collaborate with Monocle to develop a design system that tells and informs about the real story of coffee, how altitude is directly related to taste and aroma, and brings to life the inherent qualities of Monocle’s products.

Starting with the facade of this identity, the logo.
I designed a custom hand-lettering wordmark to match the intended and deeply connected attributes of the brand, paired with an iconic face mark.
I created a consistent grid system on the bottom of each bag that clearly communicates key attributes through name, taste cues, and origin, and an illustration system to showcase the mountains and highlands of each origin, emphasising on how and where the beans are grown – building on Monocle’s commitment to sustainable sourcing.
While reinforcing the clear effect of altitude on coffee quality.

The Monocle Coffee brand offers a wide range of flavours, roasts, origins, Fair Trade and Direct Trade varieties with quality grades and organic options, and is sold exclusively in Monocle cafes.