Overview
Square One Coffee is a playful, conceptual coffee brand built around character-driven storytelling. Each blend is represented by a unique geometric character with its own colour palette.
Objective
The goal was to develop a lively and expressive identity that remained cohesive across packaging and digital channels, while allowing room for illustration and personality.
Impact & Design Results
The project includes custom character illustrations, packaging concepts, social posts, and business cards. It demonstrates my ability to build an identity-focused system that balances clarity with creative expression.
Client
Square One Coffee — Coffee & Speciality Beverage Company
Role
Brand & Visual Designer - Graphic Design
Project Type
Conceptual | Branding & Collateral | Package Design | Social Media
Tools Used
InDesign, Illustrator, Photoshop, Figma
Branding
Square One Coffee’s branding is rooted in simplicity and grounded beginnings, starting from square one with quality beans to craft quality products. The visual identity reflects that idea of balance and approachability through thoughtful use of colour and type. The palette features two complementary pairs, yellow and blue, purple and green, creating harmony and versatility across applications. The typography combines two clean sans-serif typefaces to reinforce the brand’s minimal, friendly, and modern personality.
Deliverables
The main deliverables for this project included custom character illustrations, packaging designs, business cards, and social media posts. Each blend is represented by a unique character derived from a single geometric shape and colour, allowing for both simplified and illustrated versions. This system maintains the brand's playful yet consistent identity across all packaging, print, and digital collateral.
Instagram Carousel - Meet the Blends
Final Outcome & Impact
This project produced a playful, expandable brand system built around distinctive character illustrations and minimalistic packaging. The recognisable characters strengthen the brand’s identity and create opportunities for future campaigns, seasonal releases, and community engagement. The system makes Square One flexible and memorable across both shelf presence and digital channels.
Business Card Sample
