After Hours

The roaster had a decaf programme it was quietly ashamed of, shelved beside the flagship bags in the same livery with a smaller word on it. It sold accordingly.

The brief was to stop treating the evening as the absence of the morning.

We gave the line its own name, its own lettering and its own shelf presence. The letterforms are drawn wide and low, with the crossbars dropped below centre, so the whole logotype sits at the height of a room lit by one lamp.

Packaging inverts the parent brand rather than restating it: the field goes dark, the ink goes warm, and the roast information moves to the front of the bag where the morning range hides it on the back. One bag, four grinds, no sub-badges.