Ember Roast Co. – Studio Keenan

Case Study: Ember Roast Co.

The client approached the project with a clear vision: a brand that reflects warmth, craftsmanship, and small-batch roasting, with a distinctive logo incorporating both fire and coffee elements.

The brief included:

A primary logo featuring a coffee bean and
flame concept
A simplified lettermark/logo variation for flexible use
Visual direction for coffee packaging (bags/pouches)

Project Details

Ember Roast Co. is a startup specialty coffee brand seeking to establish a strong visual identity within a competitive market.

The Challenge

The challenge within this project was more to do with the actual packaging, even though I had the option of two logos to create, it can be difficult to design this when the client had no examples of bags or pouches they wanted their beans to go as when it comes to coffee one design can't fit all bags, this needs to be changed due to the type of bag you're using this can be to do with weight or size, likewise with materials I don't know if they client will want a kraft type material, soft matte or something different. The following caused challenges within this project

Material (matte, kraft paper, foil-lined, etc.)
Structure (flat-bottom, stand-up pouch, side-gusset)
Functional elements (resealable zips, degassing valves)

This variability creates design constraints, particularly when it comes to:

Layout consistency
Print areas
Placement of key branding elements

The Solution

To address the uncertainty around packaging formats and finishes, I advised the client to source physical samples from packaging suppliers. This would allow them to better understand the differences in materials—such as matte versus kraft finishes—as well as the structure and overall feel of the bags before committing to production.

At the same time, to avoid delays in the design process, I created a series of realistic packaging mock-ups based on common coffee bag formats. These mock-ups were designed to:

Visually demonstrate how the branding would translate onto different bag styles
Highlight practical considerations, such as placement of valves, seams, and labels
Help the client better understand scale, layout, and overall shelf presence

This dual approach ensured that while the client awaited physical samples, they could still make informed decisions using the mock-ups as a visual reference. The mock-ups acted as a bridge between concept and reality—helping to identify potential issues early and refine the design direction with greater confidence.