A strong, unique family of typefaces anchor the visuals and create consistency:
1. The bold, structured Brice Semi Expanded for Headlines is a nice mix between masculine and feminine
2. Highway Gothic Narrow is easily read in secondary headlines.
3. Modernline, used for personality, quotes and callouts sparingly.

typography

Instead of using the old brand color palette from 2022, We re-imagined the colors to weave in St. Augustine's surf culture with a warm, rich tone. The dusky hues were a perfect way to weave in Ashley's love for vintage mustard gold with a roasted coffee vibe.

color palette

The original branding from when Ashley and Jared acquired the business in 2022 was really beautiful when it was made, but it was a reflection of that partnership. A little eclectic, a little all over the place.

We knew it was time for a sexy little glow-up - but this time, with strategy attached. Visually, we altered the bean to have a pseudo-symmetrical sunburst, and reimagined the font to be a little more structural and modern.

logo marks

- Full Brand Narrative
- Brand Suite
- Color Palette
- Typography
- Shopify Website
- Product Packaging
- Storefront Signage
- Print Collateral

project scope

3rd Wave Coffee Roasters has been a staple in St. Augustine for a few decades now - having frequented West King St. for many years, walking by the Roastery just wondering what was *actually* up with that coffee place?! My friends Jared and Ashley purchased the business with a partner in 2022 and asked me to create some new branding for the business. What we didn't know at the time, was that 3 years later, they would buy out their partner and make way for one of our favorite projects to date. We are so honored to have had a hand in collaborating on this heartfelt business - and the free coffee is a massive perk.

3rd Wave Coffee Roasters Rebrand

Epic shots by Salty Goods Brand Studio

The process

At this point the branding is killer - but we needed to graduate from kraft paper bags with a sticker on them... to full blown, digitally printed, sustainable PLE bags. We got to work sourcing a manufacturer that fit within the budget. Many meetings and iterations later, unveiled that the best strategy for the business at this stage would be creating a sticker label template that could be easily printed when packing.

Not every bean sourced is a staple forever, so instead of waste money on printed bags, we created an editable label template and shared within Canva so that no matter how many sources came in and left, we could easily change out the label with a thermal label printer that lived right there in the roastery!

packaging design & strategy

Even though 3rd Wave's primary focus is supporting local, we also know how important it is to build a home on this little place called the internet. Their existing Shopify website was going to be a critical spot to sell both Retail and Wholesale Coffee.

There's so much to be discovered and added to the website as the business develops - but Ashley and Jared could rest easy knowing that their 24/7 digital storefront would represent them and their shiny new branding - AND, sell product while they sleep. Where we come from, we call that a WIN/WIN.

Shopify website refresh

Jared and Ashley grappled with the idea of making the Roastery "Open to the Public" and ultimately took the leap in creating a vibey tasting room for all to enjoy.

The next stop? Signage baby! We mocked up the graphics in Canva, and Kyra whipped up some cut vinyl graphics with her in-house printer/plotter. Unfortunately she ran out of time before her trip - so the scrappy little solution was to send the cut files to a local vinyl shop (Shoutout to Sundown Wraps in St. Augustine, you all are the real MVP's)... With Jared and Ashley's help, Kyra was able to install the window decals to look almost identical to the mockup. (I mean... with a little elbow grease and some questionable time management skills... what CAN'T we do?!)