Atlas Coffee Roasters

The Brief

Atlas Coffee Roasters had built a loyal following at their two Brooklyn cafes, but their existing brand — cobbled together in the early days — wasn't ready for the retail shelf. They were launching a line of bagged coffee in grocery stores and needed a brand refresh that preserved their character while competing with polished national brands.

The Challenge

The tricky part: Atlas had genuine brand equity. Their regulars loved the rough, hand-made feel of the existing identity. We couldn't start from scratch — we had to evolve, not erase.

Our Approach

We conducted interviews with loyal customers, baristas, and the founders. A clear theme emerged: people connected with Atlas because it felt human. The coffee was great, but the warmth of the experience is what kept them coming back.

Photo by Mike Kenneally on Unsplash

Sofia created a series of custom illustrations for each coffee origin — a bustling street scene for the Ethiopian blend, terraced mountains for the Colombian, a monsoon landscape for the Indian. These illustrations became the centerpiece of the packaging, giving each bag its own personality while maintaining a cohesive system.

Typography & Color

We refined the existing logo rather than replacing it, cleaning up the letterforms while preserving its hand-drawn DNA. The color system uses rich, warm tones — deep burgundy, coffee brown, and cream — with each origin receiving an accent color tied to its illustration.

Results

Atlas launched in 120 grocery stores across the Northeast. Within six months, they expanded to 300+ locations. The packaging was recognized by Dieline and The Brand Identity.