BPO


Collected Coffee by Fivethousand Fingers, Canada

Opinion by Richard Baird.

Logo and branded tote bag for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Collected Coffee is a New York-based coffee subscription service committed to sourcing the world’s best coffee beans, prepared by speciality roasters. The service worked with Canadian design studio Fivethousand Fingers to develop a brand identity, which included logo, packaging, tote bag and web design, that would be perceived as intelligent, cultured and curious to a sophisticated coffee enthusiast. This was achieved through a contemporary gallery-like aesthetic of plenty of white space, still life photography and clear product insight, consistently expressed using Calluna, that builds on the curatorial nature of name and service.

Brand identity and packaging for New York coffee subscription service Collected Coffee by Fivethousand Fingers

As a subscription service, shelf convention—things such as impact from a distance and traditional value cues like tactile materials and finishes up close—make way for a more restrained approach and value cues based around reduction and a clarity of expression.

Monogram and logotype for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Collected Coffee’s logo is well-rendered, with a smart juxtaposition between the consistent line weight of the monogram and the stroke contrast of the logotype. This effectively plays with the traditional and personal mark of a craftsman and leverages the more formal qualities and experience associated with gallery curation. Alongside a bright blue ink across a bright white substrate, brand identity in print is distinctive, current and a departure from the often rustic qualities of batch produced coffee.

Logo, brand identity and packaging for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Product insight is brought together through a clear pack architecture, and benefits from some solid typesetting and a good eye for proportion and balance, which also informs the structure of print communication. This is reminiscent of plaques set alongside the artwork of a gallery, ignoring the earthy and hand prepared and moving coffee more towards art form rather than craft, and an intellectual as well as a visceral experience.

Art direction and set design by Cindy Boyce for New York coffee subscription service Collected Coffee

Art direction and set design by Cindy Boyce for New York coffee subscription service Collected Coffee

Although packaging is simple and concise in its aesthetic expression and content, there are a few other neat details that build out brand. Perhaps the most prominent of these is the art direction and scene setting of the photographs. Like pack design and logo, these play with a contrast of form and colour in set dressing, the intellectual in the editorial-led reading material, retrospection, modernity and curation in objects and is smart in its non-verbal communication. These are well shot, and pretty clear in their lifestyle intentions.

Brand identity, print and packaging for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Brand identity, print and business cards for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Brand identity and print for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Illustration expands on the forms of the monogram and adds a little more visual character to identity, conveying its three key values; to explore, to experiment and to enjoy. A storytelling component online expresses Collected Coffee’s passion for its products and provides insight into those that produce it.

For many, the concept will seem pretentious, the photography blunt in its positioning, and aesthetic sparing, but together these appear distinctive, grounded in communicative intentions and well-pitched at a very specific group of people.

Design: Fivethousand Fingers. Photography: Cindy Boyce. Opinion: Richard Baird. Fonts In Use: Calluna.

Brand identity and illustrations for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Brand identity and website for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Follow BP&O:
Twitter
Feedly
Facebook
Instagram

Brand identity and website for New York coffee subscription service Collected Coffee by Fivethousand Fingers

Brand identity and website for New York coffee subscription service Collected Coffee by Fivethousand Fingers

What do you think of Fivethousand Fingers’ brand identity and package design work for Collected Coffee? Share your thoughts in the comment section below or get the conversation started on Twitter.

Brand identity and branded tote bag for New York coffee subscription service Collected Coffee by Fivethousand Fingers

If you liked this the you may also like:

Package Design – Teabox  Branding – Collective  Packaging - Coffee Supreme


Support BP&O



Thank you to everyone who has visited BP&O since its beginning in 2011. As many of you know, BP&O has always been a free-to-access design blog that seeks to offer extended opinion on brand identity work. It has sought to be the antithesis of the social media platform that often disentangles form, context and content. Writing articles can take 2-4hrs and are carefully researched.

I am passionate about design writing and believe that spending time to write about work, rather than just posting images, furthers design discourse. If you have enjoyed this article, have been with the site from its early days and would like to help contribute to its future, please consider supporting the site with a small PayPal donation. This will go towards the costs of hosting, CDN (to make the site quick to load) and Mailchimp, and cover some of the time it takes to research, write-up, format and share posts.