^{How a new brand identity transformed a local coffee roaster into a neighborhood favorite}

^{At Ulysses Design Co., we help food and drink founders create brands that amplify the quality of their products. This was exactly the case with Paper Tiger Coffee Roasters, a beloved café and roastery with a loyal following and great coffee, but a brand identity that no longer fit.}

^{The Challenge: Great coffee, outdated branding}

^{Paper Tiger had built its reputation on strong, house-roasted beans. Customers loved the coffee, but the brand identity wasn’t pulling its weight.}

^{When new owner Brittney took over, she wanted the branding to reflect her vision: authentic, professional, and full of heart and soul. The existing logo — inspired by vintage tattoos — had personality, but lacked structure and cohesion.}

• ^{No full identity system}
• ^{Inconsistent packaging}
• ^{No defined color palette}
• ^{A brandmark that didn’t scale across applications}

^{The result? A great product without a brand system to support growth.}

^{Our Approach: Coffee branding with personality and structure}

^{As a food and drink branding agency, our role was to honor what worked while building a complete identity system that could grow with the business.}

1. ^{Refining the brandmark — We redrew the original logo and expanded it into a complete logo family, giving Paper Tiger flexibility across packaging, signage, and digital.}
2. ^{Typography system — We introduced a refined type system to balance boldness with professionalism.}
3. ^{Color palette — We developed a consistent set of brand colors inspired by roast tones and urban grit, tying the visual identity to the coffee experience.}
4. ^{Illustration and detail — We created hand-drawn illustrations to add personality and reinforce Paper Tiger’s authentic, crafted feel.}

^{The Result: A premium coffee roaster brand identity}

^{The transformation gave Paper Tiger a cohesive brand system that reflects both the product and the owner behind it.}

• ^{Full packaging range that feels consistent and premium}
• ^{Authentic brand identity rooted in craft and personality}
• ^{Flexible visual system that can scale as the business grows}

^{Paper Tiger is now positioned not just as a local favorite, but as a coffee brand with the clarity, consistency, and authenticity needed to thrive in a competitive café culture.}

^{Why branding matters}

^{This story highlights what we see often: a strong product held back by outdated branding. With the right strategy and identity system, a business can move from “good coffee” to “great brand.”}

^{At Ulysses Design Co., we specialise in hand-drawn branding for food and drink businesses — from coffee roasters and cafés to restaurants, breweries, and beyond. If you’re ready to align your brand with the quality of your product, we’d love to talk.}