ROGER'S COFFEE

Roger’s Coffee came to Stargaze Brands in fall 2025 with a clear problem: premium, freshly roasted coffee that didn’t look the part. Their entire product range was visually identical, brown with white labels, which made it hard for customers to distinguish between roasts on the shelf. Our brief was to redesign the packaging from the ground up: elevate the brand, introduce purposeful use of colour, and build a label system flexible enough to scale across the full range.

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Colour became the system that made each coffee flavor instantly recognizable. Rather than assigning arbitrary hues, we built logic into it. Coffees from the same continent share a colour family, further defined by its flavor profile. Fruity African roasts sit within purple tones, while nuttier South American profiles fall into yellow. Each label also includes a roast-level indicator, manually marked per bag, allowing a single design to work across variations while reducing print costs.

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The visual direction stemmed from early research: high-quality Arabica coffee grows extensively on mountains. This led to the colour family taking the shape of two converging mountain silhouettes, subtly referencing the origin while guiding the eye toward the coffee name at the center. The result is a visual system where form and function are inseparable.

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Since launch, the system has expanded across new coffees and supporting materials. For Roger’s Coffee’s debut at the Helsinki Coffee Festival in April 2026, Stargaze Brands extended the identity across a full expo suite including rollups, signage, and tasting cards, all carrying the new identity and reinforcing a coffee brand that looks as good as it tastes.