A brand identity built on caffeine and community
Client:
The Roast
Industry:
Food & Beverage
Services:
Visual Identity Design
In a city flooded with cookie-cutter cafés and forgettable brews, The Roast refuses to blend in. Every cup is crafted on purpose—bold flavors, no shortcuts, and just enough bite to wake up more than your taste buds. This isn’t just coffee; it’s a spark. A place where conversations start, ideas collide, and strangers turn into regulars.
The brand had to do more than look good—it had to feel different. The goal was to signal a new wave of coffee culture: less stiff, more soul. Designed for young professionals who come to caffeinate, collaborate, and create, the visual identity strikes a careful balance. Clean, modern type meets warm, earthy tones and refined details, landing somewhere between polished and playful—stylish without trying too hard, and welcoming without losing its edge.
Designed to stand the test of time
To bring The Roast to life, a logo alone wouldn’t cut it. We needed a full-bodied identity—warm, welcoming, and built with enough backbone to last.
This wasn’t about trend-hopping or chasing the flavor of the month. It was about creating a brand with soul. One that could put down roots, earn its place in the community, and stay loved long after the hype wears off.
Made for a city that doesn't sit still
Miami isn’t one thing—and that’s exactly the point. It’s a collision of cultures, languages, and lived-in stories shaped by immigrants, artists, hustlers, and lifelong dreamers. To connect with a city this layered, the branding couldn’t just look good, it had to feel real.
The identity needed to move like Miami does: bold but never try-hard, laid-back with an edge, eclectic yet deeply rooted. Familiar enough to feel like home, fresh enough to keep evolving.
Color became a key character in telling that story. Grounded espresso browns bring the comfort and craft of a perfect cup, while pops of coral, sun-soaked yellow, and sea-glass green inject pure South Florida energy. It’s warm, vibrant, and a little unexpected—just like the city itself.
