• OVAL COFFEE ROASTERS •
Oval Coffee Roasters is a New York-based brand committed to offering high-quality coffee that’s responsibly sourced and sustainable. They aim to make coffee a joyful and special experience for people, whilst leading the way in the coffee industry with high standards for ethics and values - from women-farmed coffee strains and animal-free production to verified sustainable packaging.
BRAND IDENTITY
PACKAGING
Behind the Brand
Chris and Chin came to Crafted Wild looking to launch with confidence and become the new go-to coffee brand in New York. They wanted a memorable brand identity and packaging design that would stand out on shelf to consumers, and attract partnerships with wholesale businesses such as shops and cafes.
The challenge was to communicate the brand’s ethical claims in a way that was easy to understand for the everyday consumer who may not be so familiar with the details of coffee production. They wanted the brand to be free of industry jargon and have an approachable feel, whilst still conveying an elegant, sophisticated energy.
• THE CREATIVE APPROACH •
With packaging as the brand’s key customer touchpoint, we started here. For their core coffee range, we developed two luxurious tin designs - one in gold and one in deep brown.
For their other strains, we created a minimal pouch design with a warm cream front and back, and deep brown sides for a refined, sophisticated feel.
To ensure packaging flexibility, we created a labelling system to house the strain information. Each label features a pop of colour, bringing a playful, modern touch that makes the brand feel more approachable, whilst also creating visually striking lineup on shelf.
We designed a classic logo featuring a distinctive serif typeface, blending elegance with organic, unexpected shapes. A hand-drawn icon of a coffee plant radiating joyful sunbeams adds warmth and character, whilst the subline ‘New York City’ highlights the brand’s origin as a key point of appeal.
We also created a set of hand-drawn illustrations to visually communicate the brand’s ethical commitments in a clear, accessible way. Placed alongside written descriptions on the packaging labels, these illustrations add a warm, human touch that reinforces the brand’s approachable feel.
