West End Coffee Roasters
Second-Wave Coffee at First-Wave Prices
BRAND UPDATE + PACKAGING SYSTEM + STRATEGY
Specialty coffee, roasted just for you.
"Started in 1992 West End Coffee Roasters is one of the oldest and largest specialty coffee roasters in the Carolina’s. Today we offer many varieties of coffee and are trusted by thousands of customers to deliver the best coffee products and customer service every day to their homes, restaurants, businesses, grocery stores and places of worship."
During brand development, we realized it was important to be as approachable as familiar "second-wave" coffee brands like Starbucks and Peet's, while still feeling like it belonged to the neighborhood. With growth plans beyond South Carolina, however, "the neighborhood" could be anywhere. Many urban areas feature a west-end of some kind, so we emphasized the urban nature of the brand with the street sign. This symbol is ubiquitous enough to fit in Manhattan, New York, or Manhattan, Kansas, as is the supporting image of the street map in the background of all the packaging. Our brand style, packaging, and symbolism are all friendly and familiar, with just a shot of personality.
Logos, Iconography & Illustration
Created at The Brandit
Art Director + Designer: Joshua Berman
Creative Director: Dan Bowman