The Roost – Coffeehouse Branding & Identity Design
COMPANY
The Roost
ROLE
Graphic Designer
EXPERTISE
Brand Identity
YEAR
2025
Project Description
The concept behind The Roost was to create a brand identity for a coffeehouse that blends modern elegance with a cozy, inviting atmosphere.
Inspired by the warmth and calm of a personal retreat, this branding aims to offer both a luxurious and approachable space for coffee lovers to relax, recharge, and indulge in high-quality brews. From the carefully crafted logo to the ambient design elements, every detail of The Roost was designed with comfort and elegance in mind. The color palette, soft yet refined, alongside natural textures, evokes a sense of tranquility while making every visit feel like a personal escape.
Process
The development of The Roost Coffee brand identity began with deep research into coffee culture and the competitive landscape of specialty coffee shops. Our goal was to create a brand that would stand out in an oversaturated market while maintaining authenticity and warmth.
The design process started with conceptual sketches exploring various directions for the brand mark. We experimented with different interpretations of the rooster motif—a universal symbol of morning awakening and vitality. After numerous iterations, we landed on a minimalist, geometric approach that balanced friendliness with sophistication. The rooster icon was refined to be instantly recognizable yet modern, avoiding clichés often associated with coffee branding.
Color selection was crucial to the brand's personality. We chose a rich, deep green as the primary color—a shade that evokes both the lushness of coffee plantations and a sense of calm sophistication. This color creates strong shelf presence while differentiating The Roost from competitors who typically lean toward browns and beiges. The green became the foundation of our entire visual system, applied consistently across all touchpoints.
Typography was carefully curated to complement the geometric nature of the logo. We selected clean, sans-serif typefaces that convey modernity and approachability while ensuring excellent readability across all applications—from large-scale signage to small mobile interfaces.
The brand system was then expanded into a comprehensive suite of applications. We designed packaging for coffee bags, cups, sleeves, and carriers, ensuring each element worked harmoniously together. Every touchpoint was considered—from the mobile coffee trailer that brings The Roost to different locations, to merchandise like tote bags and delivery backpacks that turn customers into brand ambassadors.
Internal and Launch Materials: Designing for Impact
The brand system was then expanded into a comprehensive suite of applications. We designed packaging for coffee bags, cups, sleeves, and carriers, ensuring each element worked harmoniously together. Every touchpoint was considered—from the mobile coffee trailer that brings The Roost to different locations, to merchandise like tote bags and delivery backpacks that turn customers into brand ambassadors.
Special attention was paid to the customer experience. We created branded materials that make every interaction memorable, from the moment someone sees The Roost trailer on the street to the final sip from their cup. The "10 M" campaign concept—emphasizing "Your coffee, your moment"—became central to communicating the brand's philosophy of creating perfect, personal coffee experiences.
Throughout the process, we conducted multiple rounds of testing and refinement, ensuring the brand works effectively across digital and physical environments, in various sizes and applications, and resonates with the target audience of coffee enthusiasts seeking quality and authenticity.
Results
The final brand identity for The Roost Coffee successfully establishes a distinctive and memorable presence in the competitive specialty coffee market. The cohesive visual system translates seamlessly across all customer touchpoints, creating a consistent and recognizable brand experience.
The rooster logo has become an instantly identifiable symbol that communicates the brand's core values of morning vitality, quality, and approachability. Its geometric simplicity ensures excellent reproduction across all scales—from small mobile app icons to large-format trailer graphics—while maintaining visual impact and clarity.
The signature deep green color palette differentiates The Roost from traditional coffee shop aesthetics, creating strong visual equity and shelf presence. Customer feedback has been overwhelmingly positive, with many noting the brand's fresh, contemporary feel that still maintains a sense of warmth and authenticity.
The packaging system has proven highly functional and attractive, with the coffee cups, bags, and carriers becoming recognizable elements in their own right. Customers frequently share photos of The Roost products on social media, turning everyday purchases into organic brand promotion.
The mobile coffee trailer design has been particularly successful, acting as a moving billboard that generates curiosity and attracts customers in various locations. Its bold branding makes it easily spottable and has helped establish The Roost as a fixture in the local coffee scene.
The comprehensive brand guidelines ensure consistency as The Roost expands, providing clear direction for future applications while maintaining the flexibility needed for growth. The modular nature of the system allows for seasonal variations and special editions without compromising brand integrity.
Most importantly, the brand identity has resonated with the target audience, helping The Roost build a loyal customer base and establish itself as a go-to destination for quality coffee and memorable moments. The "Your coffee, your moment" positioning has connected emotionally with customers, reinforcing the brand's commitment to personal, meaningful coffee experiences.