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Single Origin Roasters by Maud

Opinion by Richard Baird Posted 11 March 2014

Business cards for Single Origin Roasters designed by Maud

Single Origin is a Sydney-based coffee specialist with a roast works in Botany and a cafe in Surrey Hills. Single Ori­gin approached Maud to create a brand identity solution—which included logo design, stationery and packaging—that would reflect the low-key nature of the brand, the founders’ desire to avoid any notion of commercialism and help them expand into new markets. In a ‘category rife with style over substance’, Single Origin is described by Maud as a ‘beacon of integrity’.

Weathered exterior signage for Single Origin Roasters designed by Maud

Through the contrast of generously spaced, uppercase and condensed serif characters, the utility of an off-the-shelf uncoated, unbleached structural choice, weathered signage and the individuality and energy of a handwritten script and illustrative detail, Maud’s design approach ’embraces the spon­taneity and personal expression of the brand’ and “cel­eb­rates the rela­tion­ship between ‘art’ and ‘sci­ence’ in coffee making.”

Business cards for Single Origin Roasters designed by Maud

The small-scale nature and perceived locality of the solution is familiar but very well executed with a practicality that avoids appearing homemade. It has plenty of individuality and communicative value in the conversational and mixed language approach to script, the bold headline functionality of a sans-serif and the urban art of the illustrations, cohesive in their marker pen finish. It is a combination that could be easily expanded upon to accommodate a variety of styles and messages anchored by a consistent logotype and information layout that serve as a reminder of the reliable good quality that underpins a expressive personality.

The result is an interesting, well balanced and current fusion of urban industriousness, utility and art, quality, commodity and personal service.

Coffee packaging for Single Origin Roasters designed by Maud Coffee packaging for Single Origin Roasters designed by Maud Coffee packaging for Single Origin Roasters designed by Maud Coffee packaging with hand drawn illustrative detail for Single Origin Roasters designed by Maud Coffee packaging with hand drawn illustrative detail for Single Origin Roasters designed by Maud T-shirt for Single Origin Roasters designed by Maud