Anchored in Quality
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
- Marketing collateral
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.
Amaya Coffee has a substantial variety of marketing and packaging assets which we’ve assisted in both the design and production of. Whether postcards, embossed metal signage, or mugs, each element expands the brand past being a repeated logo. A custom printed retail bag (featuring an internal printed pattern) and templated labeling system allows consistency and easy updates for temporary or seasonal offerings as well as popular blends. For subscription customers we created a custom printed corrugated mailer box that created brand recognition and minimized unnecessary shipping costs and packaging waste.
For web customers, Amaya’s website provides information and commerce by means of a fully custom Shopify install. With dramatic photography, animation, and clean, orderly design the site engages and immerses visitors in the Amaya brand while scaling to provide an optimal viewing experience regardless of device.