BRIGADE draws upon local imagery to craft a strategic new brand identity and packaging design for the popular Massachusetts café, Esselon. The design features striking linework illustrations and colorful labels that pop off of the white of each bag, indicating the origin of the coffee.
“Esselon is a much-loved local coffee roaster that came to BRIGADE for a serious brand makeover. The celebrated roastery and café has built a loyal following on the quality of its product—artisanal, small-batch coffee with an emphasis on Direct and Fair Trade. The company grew up with a rustic, simple look and a two-color design scheme. Esselon was ready to take it to the next level and was looking to achieve a new brand identity they described as desirable, clean, and refined.
‘Elegance without being elegant,’ is how the Esselon team put it. We love it when our clients challenge us with a design framework that seems contradictory (and yes, we knew exactly what they meant!).”
