Cult Coffee Roasters
Working with Angel & Anchor, we reached a stage where Cult Coffee Roasters needed a more considered overall approach to both the brand and packaging. The aim was to create something that felt bigger than just a coffee bag, a full identity system with its own sense of personality, storytelling and experience.
The visual direction balances playfulness and weirdness in equal measure. There are subtle Stanley Kubrick-esque references running through the work, particularly the strange charm and slightly unsettling energy found in films like A Clockwork Orange. Bright colours, rounded typography and bold graphic shapes keep things feeling fun and approachable on the surface, whilst darker undertones and hidden details give the brand its own distinct character.
Angel & Anchor developed a flexible packaging system using bold colours, interchangeable labels and moon-cycle graphics to help each coffee stand out whilst still feeling connected as a range.
One of the most distinctive parts of the project is the hidden collectible card idea. Inside every bag is a foil-wrapped tarot-inspired card with unique illustrations and coded words. Collecting the full set unlocks hidden rewards online, turning repeat purchases into something more interactive and helping customers feel part of the wider “Cult” world... the speciality coffee secret society. The illustrations themselves are never shown publicly, so it becomes a bit of an “if you know, you know” experience.
The packaging was designed to feel immersive, memorable and playful whilst still keeping the materials as simple and recyclable as possible.
