Velvet Sunrise Coffee Roaster
Wholesale Coffee Supply, Retail Coffee, Coffee Roaster
Develop a packaging design for Velvet Sunrise, a carefully sources coffee roaster that provides high-quality wholesale coffee to hotels, restaurants and businesses.
While Velvet Sunrise’s wholesale business is strong, they would like to make it stronger while branching out into the retail space. With a brick and mortar cafe in Stouffville, Ontario, Velvet Sunrise would like to attract more retail buyers with beautiful packaging on par with their local Toronto competitors.
Velvet Sunrise. The name sounds rich and luxurious and oh-so satisfying. Who wouldn’t want to start their day with a gorgeously decadent sunrise that bathes them in soft, warm light? Think of all the amazing selfies! But when it came to creative direction, I was pretty sure that scene has been done to death by plenty of corporate coffee guys with catchy jingles. So I didn’t want to touch that with a 10ft roaster poker.
Instead, I wanted to capture the decadence and beauty of a velvet sunrise but make the packaging reflect the friendly, cool, global vibe that Velvet Sunrise gives off in their artsy coffee shop outside of Ontario, Canada. Velvet Sunrise’s packaging needed to be chic enough to wow their hotel and restaurant wholesale clients and consumer retail customers alike—and they needed to stand apart from their serious local competition.
As a craft roaster that produces small batches, Velvet Sunrise wanted a standard bag design with labels that could be customized easily for each bean variety. The labels we developed are also designed to be used with a range of colors to allow customers to quickly find their favorite roast on the retail shelf.
Coffee packaging needs to communicate a variety of product information – bean origin, flavor profile, roast date and, of course, roast level. For Velvet Sunrise I created a unique iconography that uses elements of the logo with a clear, easy to understand transition from light to dark (sunrise to sunset).
Velvet Sunrise’s custom packaging design was developed for use on a matte laminate package and was inspired by watercolor artworks. The end result, in combination with the label, is a high-end, colorful package that will stand out on retail shelves.