Widarto Impact’s brand and packaging design that makes SA&B Cold Brew stand out in the crowd by keeping it simple.

When developing the SA&B Cold Brew packaging and branding, Widarto Impact worked against the traditional category design systems, opting for a simple, stripped back approach that focuses on two key elements – the brand name and the company’s USP and slogan.

The brand name ‘SA&B’ is an acronym for the phrase and core brand message "Stand Alone & Brave”. By simplifying it to four characters makes it memorable and easily incorporated within the packaging design as it becomes the main feature of the visual identity.

Appearing as large, capitalised lettering in thick black Maple typeface, the brand name fills the space and pops out from the packaging, accompanied only by the Franklin Gothic URW font for the product description and a block colour background used to distinguish flavour variations.

This simple and succinct design allows flexibility, sustaining the brand messaging across all packaging and advertising with the "&" sign as an iconic visual identity that will be displayed throughout all brand communications.

AS&B was founded by a female barista who designs all product recipes. Widerto Impact wanted to bring focus to this unique aspect by incorporating the short and powerful slogan “Brewed by Woman”.

For more information about the Widerto Impact design visit their website or follow them on Instagram .

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