Packaging / 2024
Obscura Coffee
Obscura Roasters
Obscura had extraordinary coffee and packaging that whispered. We made it shout — quietly.
Overview
A full identity and packaging system built on one enormous condensed wordmark, uncoated kraft stock and an unapologetic information hierarchy. Every bag doubles as a poster.
- Client
- Obscura Roasters
- Year
- 2024
- Sector
- Food & Drink
- Services
- Identity, Packaging
The challenge
Obscura were winning awards for their coffee and losing shelves to brands with a tenth of the quality. The old packaging was polite, generic, and impossible to spot from more than a metre away.
“We stopped explaining who we were. The bag does it now.”
Results
Listings in 40 new independent stockists within two quarters, and a 34% lift in direct online orders.
“They asked harder questions than our board did. The work is better for it.”
— Marta Vidal, Founder
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