Chapter 03
Specialty Coffee Roaster
Oak & Ember Coffee Roasters
"A quiet, moody roaster of single-origin coffees, brewed slowly and served with intention."
§ One
The Story
Who we served
Coffee purists, third-wave cafés, and gift-buyers who read the tasting notes twice.
The challenge
A two-founder roastery whose beans were world-class, but whose packaging looked homemade.
The personality
Moody, precise, respectful of craft — an alchemist in an apron.
The direction
Matte black bags, brass-foil serifs, editorial photography, and a wordmark cut like an old letterpress block.
The emotion
The hush of a first pour — steam curling, light low, ritual underway.
§ Two
The Foundation
Brand Personality
Refined, moody, precise.
Brand Voice
Quiet expertise — writes tasting notes like short poems.
Target Audience
Enthusiasts, roasteries, and specialty grocers.
Core Values
Mission
To honor every bean's origin with roasts that whisper, not shout.
Keywords
§ Three
Visual Identity
A complete logo system built for the shelf, the shop window, the label, and the pocket.
Oak
Specialty Coffee Roaster
Primary Logo
01
OAK & EMBER COFFEE ROASTERS
Secondary Logo
01
est.
03
Submark
01
Icon
01
OEC
Monogram
01
Oak
Dark Background
01
Clear Space
Maintain a margin equal to the cap-height of the wordmark on all sides. The mark should breathe.
Minimum Size
Primary logo: 32 px digital / 24 mm print. Submark: 20 px / 14 mm.
§ Four
Color Palette
Primary
Ember Black
HEX#0F0E0C
RGB15, 14, 12
CMYK0, 7, 20, 94
Secondary
Brass Foil
HEX#C89A2B
RGB200, 154, 43
CMYK0, 23, 79, 22
Accent
Bone
HEX#E4D9C7
RGB228, 217, 199
CMYK0, 5, 13, 11
Accent
Roasted Oak
HEX#3B2A1E
RGB59, 42, 30
CMYK0, 29, 49, 77
§ Five
Typography
Heading
Editorial New
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9
Body
Neue Haas Grotesk
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9
Accent
Letterpress serif numerals
Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0 1 2 3 4 5 6 7 8 9
Specimen
Single origin. Slowly roasted.
A calm, editorial body sets the pace for reading. Long lines are broken with generous leading, and italics whisper alongside the serif to keep the voice unmistakably Oak.
§ Six
Photography Style
"Low-key still life, matte black bags, brass scoops, cross-lit steam, hands cupping ceramic."
§ Seven
Patterns & Textures
Letterpress rule lines
Origin coordinate marks
Roast-level index
Foil monogram
§ Eight
Bringing the Brand to Life
The full suite of applications — from the smallest hang-tag to the storefront — carrying one unmistakable voice.
01
Matte 12oz bean bags
02
Brass tin subscriptions
03
Café menu newsprint
04
Barista apron
05
Kraft shipping box
06
Cupping notebook
07
Wholesale one-sheet
08
Instagram grid
09
Website & mobile
10
Vehicle livery
§ Nine
Social Feed
A calm, editorial grid — templates that make posting feel like turning a page.
Moody
"Single origin. Slowly roasted."
Oak
Precise
Ch. 03
"Editorial"
§ Ten
Digital
Oak
Est. 03
Single origin. Slowly roasted.
A quiet, moody roaster of single-origin coffees, brewed slowly and served with intention.
Oak
Chapter 03
Single origin. Slowly roasted.
§ Eleven
Before & After
Before
OAK & EMBER COFFEE ROASTERS
Generic sans-serif wordmark, inconsistent color, no supporting system.
After
Oak
Specialty Coffee Roaster
A cohesive editorial system with a mark, palette, and voice.
§ Twelve
Brand Snapshot
Palette
Typography
Editorial New · Neue Haas Grotesk
Voice
Quiet expertise — writes tasting notes like short poems.
Logo System
Primary · Secondary · Submark · Monogram
Photography
Low-key still life, matte black bags, brass scoops, cross-lit steam, hands cupping ceramic.
Applications
10+ touchpoints — from tag to storefront.
Fin.
"A great cup is a quiet argument for slowing down."
Chapter 03 · Oak & Ember Coffee Roasters