Obadiah Coffee

Sep 2020

The latest brand identity project for Obadiah Coffee signals a refined shift in the competitive CPG and beverage space, trading loud, saturated visuals for a measured exercise in editorial minimalism. Through a series of studio compositions captured with precise soft light, the project elevates the humble coffee bag into a sculptural object. The visual language relies heavily on a sophisticated palette of pastel hues—coral, mustard, and pale blue—set against the clean, structural integrity of matte packaging. Each box functions as a canvas for high-contrast, sans-serif typography, where technical details like region and altitude are treated with the same aesthetic rigor as the branding itself. Murray Orr’s photography masterfully utilizes these palettes to highlight the tactile finish of the production, specifically emphasizing the subtle emboss and deboss techniques that invite physical interaction with the product. Beyond the core packaging, the inclusion of identity collateral, such as business cards, reinforces a cohesive, premium brand ecosystem that feels both approachable and contemporary. By stripping away extraneous noise, the design allows the materiality of the paper choices and the geometric clarity of the containers to anchor the brand's identity. This project serves as a compelling masterclass in modern commercial design, demonstrating how a disciplined application of texture, light, and disciplined type can communicate quality without the need for traditional retail embellishments.

Commercial

CPG / Packaged Food, Food & Beverage