Flight Coffee
Dropping bombs and bolts from the blue.
The updated mark is reflective of the original in its spirit but has more refined characters and more robust underlying architecture.
Client
Flight Coffee
Project
Spec Brand creation
Location
Wellington, New Zealand
Year
2021
-
2024
Role
Creative Director, Designer
Agency
Provenance
Category
Coffee Production
Contributors
Brand Signature
Visual Identity
Communications
Copywriting
Packaging Design
Brand Strategy
Art Direction
Driven by a love for coffee and a desire to experiment during lockdown, I set my sights on refining the brand story of Flight Coffee. Their unique starting point held potential, and I believed I could elevate it with a touch of craftsmanship and a little finetuning of their brand assets.
Treating the project as if it were a real commission, I started by working on the core mark then through a range of assets. This included revamping the various logo versions, developing a cohesive visual system, redesigning the packaging system and crafting engaging copy that injected a bit of attitude.
I ended up submitting the work to the Flight Coffee team, hoping they might find it valuable. While their response wasn't forthcoming, the experience itself was incredibly rewarding, giving me the ability to flex some creative muscle without too many guardrails.
There were some really lovely product variant names to work with, it was a case of letting them do the talking – albeit with a new attitude.
Flight coffee is a Wellington institution, both for it’s reputation as a roaster, but also with it’s hospitality venue – The Hangar.
With spec projects like this, you still need to be pragmatic – not too blue sky. You need to make sure the approach is viable, and is a good overall fit for the brand.