Ethical coffee subscription box startup brand design

Project overview

Ethically sourced gourmet coffee subscription box startup Blue Coffee Box came to us looking for an exclusive and fresh brand identity. Focused on quality and exclusivity, the main branding strategy work involved building a better picture of the ideal customer buying coffee.

Once target audiences had been defined, we designed an identity that sat well within the high end market whilst not being stuffy or pretentious to appeal to those who care about ethics and the wellbeing of those in the supply chain.


  • Packaging Design
  • Graphic Design
  • Branding

Our approach to branding Blue Coffee Box

Understanding target demographics

We defined our target demographics as consumers 35+ who enjoy the finer things in life. Better than average disposable income. Busy foodies working long hours who like to indulge in new food/drink but have no time to source. No time but high in taste. They enjoy entertaining at home with dinner parties to show off new food gadgets and artisan food bought from local markets/deliveries.

All of this information allowed us to design a brand that fits within this space alongside brands like Ocado, The White Company and Molten Brown.

Jumping on unboxing

As a premium subscription the brand needed to do something to differentiate itself from other players in the market.The ‘Unboxing’ phenomenon is not slowing down and consumers still enjoy the excitement of opening a box as it seen as a gift, we focused on this in the brand identity.

The Results

“Mitchel was great and stayed amazingly responsive and patient as we went through a number of revisions. Appreciate his hard work on the brand – end product looks great!”

Research & design combined to create a stunning brand identity & packaging design

Following our proven methodology of brand research before commencing any logo design and branding pages we were able to clearly define who we were targeting. Knowing our audience, we were able to create a stunning, fresh logo that stands out when used offline and online.

Used across brand packaging, website design and marketing material the distinctive and clever logo design, nods at the box shape with the positioning of the type and stands out in the crowded subscription box market. We also  embedded a giving campaign working with Buy1, Give1 to donate business skills education in developing countries where the coffee is sourced whenever a new subscription is sold.

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