Saluna Roastery — Specialty Coffee Brand Identity & Packaging Design

The Challenge

Specialty coffee is a crowded, image-driven category. Most roasters fall into one of two traps: rustic, hand-drawn branding that looks like everyone else, or cold minimalism that strips away the story behind the bean. Saluna needed an identity that felt authentic to the origin and the roast, yet modern and premium enough to earn shelf space, justify specialty pricing and stay memorable on a fast-scrolling feed. It also had to scale across a growing range of single-origin coffees without losing a single, recognisable face.

Our Approach

We anchored the brand in its tagline, “Where Instinct Meets Craftsmanship”. The logo mark pairs a hand-drawn flame rising from a cup — the instinct, the heat of the roast — with a precise square frame that stands for craftsmanship. A confident serif wordmark completes the lockup. For packaging, we designed a colour-coded system: each origin gets its own bold colour and a window shape that frames its landscape — Huila Alto, Colombia in yellow; Ijen Raung, Indonesia in olive and orange; Cerrado, Brazil in green. A shared typographic grid for origin, roast level, tasting notes and process keeps the range consistent and easy to shop. The system then extends into takeaway cup sleeves, social media posters, motion assets and large-format billboards — so Saluna looks and feels the same from the roastery to the street.

Results

• Complete brand system delivered — logo mark, wordmark, lockups, colour palette and typography
• Scalable colour-coded packaging for single-origin coffees from Colombia, Indonesia and Brazil
• One identity across packaging, cup sleeves, social media, motion and outdoor advertising
• A clear brand story — “Where Instinct Meets Craftsmanship” — carried through every touchpoint