Client: Black Honey Coffee Roasters
Location: Stockholm, Sweden
Date of Project: November 2019
Branding and Packaging Design: Zeki Michael
Black Honey Coffee Roasters is a specialty roaster and cafe based in Stockholm, Sweden. It was important that when building this brand, which values artisanal processes and high-quality coffee sourcing, that we also ensured the visual identity communicated other coffee related values such as great design, distinct packaging and the culture of Stockholm. There is a growing demand for coffee experiences around the world and through research and strategy we were able to empathize with the Swedish culture and understand what they appreciated from a local coffee roaster.
The result is a vintage-inspired, visual identity system and packaging that is rooted in clarity and style, with plenty of meaningful detail. The ‘Goat’ mascot logo pays homage to the popular Ethiopian legend of ‘how coffee was discovered by a goat’. Black Honey’s logo can be seen as a goat with horns curling forwards in a unique way. The horns and the facial parts of the goat are placed into a circular form, and when viewed from above, the subtle image of a coffee cup can be understood with the goat’s ears protruding out of the circle to form the handle of the cup. Whilst working on the visual identity, we also explored a packaging system that is sophisticated yet with contemporary features like a “1949 Knucklehead motorcycle” illustration with its engine removed and replaced with coffee making equipment!