Pavement Design, LLC
Graffeo Coffee Co., one of North America's oldest artisan coffee roasters and a mainstay in San Francisco's North Beach neighborhood since 1935, remains a family-run company passed down through generations. When approaching the packaging and collateral design for this brand, it was essential to maintain the utilitarian intent of the brand's identity
By focusing on raw materials, layers, textures, and color, rather than ornamentation, and combining these elements with the iconic geometric logo, we aimed to communicate the brand's sophistication. The end result is undeniably striking in its bold simplicity and carries forward the long brand equity that Graffeo has earned for close to a century.
