Pilot Coffee Roasters
Designer | Alex Zarco, Head of Brand Creative; Zhi Ghao, Senior Graphic Designer; Trevor Walsh, Brand Director
Location| Toronto, Ontario, Canada
Launch Date | February 28, 2025
With 15 years of history to reflect on, Pilot Coffee Roasters is thrilled to unveil a new look that embodies the warmth of our shared past and our vision for the future. Thoughtful design can speak on our behalf. It’s an extension of our team and values. Not only did we want our packaging to convey our personality, we wanted to set the tone before brewing began. So we asked ourselves: “How do we create a look that shows how coffee makes us feel?” Firstly, we’ve created a new monogram logo—a cohesive design that symbolizes our collaborative spirit from seed to service. The logo is complemented by a joyfully bright hue of yellow that we’ve named “Pilot Yellow.” This rich, warm colour invokes energy and a sense of trust to elevate any coffee ritual. We also evolved from square to round labels and adopted Figtree typography. The rounded edges, inspired by the iconography of the coffee cherry, generate a sense of approachability and friendliness. Sustainability, transparency, and accessibility are at the core of our packaging philosophy. Signature blends information is printed directly on Biotrē™ 2.0 bags, eliminating the need for stickers and reducing waste. We communicate coffee and farmer information on both the front and back of each bag, and a QR code offers more details about the people and places behind each release. Information is shared in French and English to ensure our message reaches everyone in our national community. Our new look is not a matter of soul-searching or rebirth but a thoughtful renovation. Modern touches will only enhance Pilot Coffee Roasters' more lived-in qualities like a cherished family home.
