Clark St Roasters brand


A new brand in coffee seeks a market

No kidding, it seems that Melbourne has crashed into a spaceship loaded with Mexican inspired, bushy beards, along with delicate graphics loaded with cheeky irony pop ups.

Clark St Roasters is the dream child of coffee maker Melissa Floreani. In their words – We source unique, single farm / estate coffees and roast individually for espresso and other brew methods. In our words – this new idea is an alternative; where willing coffee nerds bring what they love to new audiences and taste buds.

Anton at Great Dane Furniture offered Clark St Roasters a space to pop out, make coffee; in response we felt this space was a great opportunity to bring this idea of coffee making to Melbournites looking for something more from their morning Laté.

The project started with a phone call and six weeks, then came the seeking, making and twisting some letter forms into a type based brand mark. PDF files flew one way and then back. A crunchy palette of binary colours, with dashes of gold and off white followed. More visuals were made, packaging discussed, agreed upon, social media art, stickers, demand printing and then the opportunity to make counters with a guy called Dave and an old school sign writer called Bob.

Project highlights – a client who approved ‘C St’ on packaging based upon the chatter it would make and seeing in a welcome return to sign writing.

Thank you Melissa for chasing, the jokes, pushing, chats and support.

The Clark St Roasters is making its debute at Great Dane in Fitzroy, cnr Napier and Johnston Streets, over July and August. Drop by, taste and experience coffee making and roasting that is all about exciting those taste buds.

Links /

Outcomes /
brand positioning; concept sounding out
brand mark / custom type
signing / point of sale
street posters / menu system
packaging/ finishing
image making / print / public action
social media design