Coffee Roasters Brand Identity

Paper Tiger Coffee Roasters had a loyal following. The coffee was strong. The house-roasted beans spoke for themselves. But the brand didn’t. When new owner Brittney took over, she wanted the identity to reflect her vision authentic, professional and full of heart and soul.

Brand Identity

Creative Direction

Collateral

Client

Paper Tiger Coffee

Date

September 2025

Industry

Coffee Roasters

Location

Vancouver, US

Our Process

Paul walks through the project goals, challenges, solution and results for this brand.

The challenge

The old logo, inspired by vintage tattoos, had personality but lacked structure. There was no full identity system, no consistent packaging, and no clear color palette.

Process

We kept what worked and rebuilt the rest. The wordmark and brandmark were redrawn and expanded into a complete logo family. A refined type system, defined colors, and new illustrations gave the brand room to grow.

Solution

We created a vintage tattoo inspired brand identity system that worked cohesively across all brand applications including packaging, social media, signage and merch. The coffee packaging range featured a different hand drawn tattoo style icon to represent each roast.

Results

The result is a full packaging range that feels authentic, premium, and distinctly Paper Tiger, a brand identity that finally represents both the product and the owner behind it. When brand strategy and identity align, a strong product becomes a strong brand.