cafeHoost coffee
Adobe Illustrator | Adobe Photoshop | Adobe InDesign
I created a package design for a Southern California coffee chain called cafeHoost, that recently branched out into bagging and selling their roasted coffee beans.
The owner of the coffee shops, “Hoost,” is known for advertising his stores as “idea factories” for creatives.
The packaging needed to stand out from the many earth tones that coffee companies rely on, but Hoost wanted to shy away from bright colors as they are less associated with coffee. I therefore, moved in the direction of a multi-color packaging system, but with each hue being more toned-down.
The connecting factor of Hoost’s image in black and white, makes sure that the consumer associates all products with the brand when viewing them on the shelf.
Customers at cafeHoost regularly collaborate with each other and use it as a co-working space. Over time, ideas created there have become known as “brain beans” due to their caffeinated origin.
I used this concept to place Hoost’s image on the packaging so that when you open it, the “brain beans” spill out of his head.
The original cafeHoost location had a wooden “H” on the building, leftover from the previous signage, which Hoost incorporated into his new sign. That building was known as “The Big H” in the neighborhood and in turn, became a nickname for Hoost himself.
To incorporate the “H” into the packaging, I created a pattern that is used around the bag and behind the logos.
