Amaya Coffee
Brand Identity, Marketing Collateral, Packaging, Website Design
Anchored in Quality
In Brief
Amaya Coffee (formerly Amaya Roasting Co) is a craft coffee roaster that believes in quality above all else. They seek out, and work with responsible and respectable coffee farmers and importers all over the world to produce beans of exceptional taste and character. With plans for future expansion and an increase in market presence, Amaya Coffee sought an updated brand which reflected their history and values and could be used across their assets.
Scope of work
- Logo and visual identity system
- Web
- Marketing collateral
- Packaging
History and family is an important facet to the owner’s relationship with Amaya Coffee. The company strives to pay homage to a history of coffee growing, roasting, and importing through responsible business practices and unerring craft. We needed to build a mythology around the brand that captured a pursuit that is equal parts passion and business.
The idea of the merchant mariner formed the core of our efforts. Amaya’s logo paints a rich image of a ship’s hold of carefully selected beans returning to be roasted by hand which is just as engaging even if the real world vessel happens to be an airplane. We emphasized the brand’s old-world craft with a combination mark and a variety of nautically inspired elements such as the ship, starts, anchor, and zig zag wave pattern. Sans-serif typography and a script which mimics flourished penmanship appear in a variety of uses and expand the brand system to avoid repetition.
Our partnership with Amaya over the years has included multiple brand updates and extensions, with corresponding packaging refinements and redesigns. The latest includes a reference to the owner’s family through patterning built from a new geometric “AMAYA” wordmark, in which the A references a notable pyramid structure the father built in the past.
