Rooftop Coffee Roasters
Designers | Yaiza Saratxaga
Location | Fernie, BC, Canada
Launch date | September 1, 2020
The goal of our packaging re-design was to use illustration and color to showcase our beautiful valley and visually convey each coffee’s flavor profile. We started with a basic color-coding system to associate distinct flavour categories to different palettes, loosely based on the SCA flavour wheel (brown = chocolate, purple = berry, etc.)
Yaiza Saratxaga, our designer and one of our baristas, then designed six core illustrations around these color palettes. Each illustration is inspired by elements of our little town in the Rockies, like the pristine alpine lakes, the unique mountain flora, and the historic brick buildings. We then design our labels by taking a snapshot of the core illustration associated to the coffee’s flavor profile, allowing us to give each coffee a unique identity within their broader categories.
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This design also achieves our goal of approachability by creating a common language for our coffees. People naturally associate sensory experiences to memories, colors and feelings. So, by associating distinct palettes/designs to the flavor profiles of our coffees, it enables any coffee drinker to easily identify and explore their preferences. For instance, it helps customers find new coffees they'd enjoy best once their favorite bean is sold out for the season, as our baristas can recommend coffees with a similar design. Side-by-side on a shelf, these bags create a mosaic of colors and shapes, embodying both the spectrum of coffees on Rooftop’s menu and the vibrant mountain town of Fernie where they were roasted.
