A roastery based in Prague, Czech Republic with many years of experience and a unique know-how, trying to overcome limitations and boundaries of everyday’s life with the strength of… you guessed it: coffee! The company provides a complete coffee service tailored to specific requirements of its clients and offers packaging in both retail and wholesale. Coffee Limit also advises its clients (both individuals and entire companies) on how to pick a suitable coffee machine(s) and offers professional maintenance.

Coffee Limit wasn’t interested in changing their original logo, they liked it too much. Instead, they wanted to come up with a fresh and modern way of designing everything their brand offers so it could stand out from the many competitors, especially in the retail section.

We came up with a system for creating a design based on a so-called “brand tricolor” – three basic brand colors and rather minimalistic shapes we withdrew from the world of coffee. Each of the shapes was connected to one of the basic colors in order to achieve a consistent look while keeping a variety of symbols and colors. The shape of the coffee bean and a green color (representing freshness) became the visual cornerstone of the brand while a coffee drop shape with brown and beige colors and aroma visualization in combination with brownish red were added as supplementary graphic elements.

All the symbols complement each other but are also able to function as a separate graphic unit, be it on merchandising, packaging, social media posts, brand samples or anywhere else the brand wishes to be instantly recognized.