Urban Barista

Three duck-egg teal bags, numbered 87, 22 and 34 in terracotta, ochre and mustard.

Project details

Client: Urban Barista Roastery
Scope: Brand + Design

Numbering each roast meant regulars at Urban Barista’s espresso cart in Pretoria could order without reading a word. The cart itself became the logo.

A single No. 22 bag in teal and ochre, the Pretoria skyline along its foot.

Brief

Urban Barista runs a three-wheeled espresso cart and a small roastery. A cart gets a few seconds and about two metres, so each roast took a number: something short to ask for, and something large to look for.

The three bags on the espresso cart’s counter, the machine and grinder behind.

The film closer, a No. 22 panel running under the press’s rollers.

No. 22’s front, back and both gussets repeating along printed film on a press.

Colour

GroundDuck-egg Teal#8FC8BC
No. 22Ochre#CD913E
No. 87Terracotta#D3835E
No. 34Mustard#C7AA3F
InkRich Black#231F20

Result

Number 22, the medium roast, went to production in November 2020 with its own barcode. The other two, 87 and 34, were colour concepts for blends that could follow.

Roasted coffee beans scattered across a duck-egg teal surface.

The No. 22 bag open beside a freshly pulled espresso in a white cup.

Credits

Design and artwork: Will Derman