Ludlow Kingsley gives LA coffee company a renewed branding, visual identity and packaging design.

Los Angeles, sourcing their beans from certified farms from around the world and roasted to order each day. As the company reputation grew, so did the demand, eventually expanding into grocery stores across the country.

"When we had the opportunity to expand our products nationally across grocery stores like Whole Foods, we had to rethink the brand positioning to stand out on the shelf" - Groundwork CEO Eddy Cola.

With an aim to create an accurate identity that truly represented the brand and their clientele, Ludlow Kingsley began their process by interviewing main stakeholders and customers. The key characteristics that resonated with Groundwork’s supporters was their authentic, grassroot story, commitment to community and sustainability, and Southern California beginnings. Ludlow Kingsley’s brand identity and packaging design therefore set out to truly embody, both visually and physically, the Groundwork ethos centred around passion, hard work, and community.

A distinct colour palette consisting of muted primary hues reflect Southern California's landscapes with golden chaparral, olive-hued coastal oaks, and the faded blues of shorelines and skies, each used to categorize the product types. A bold graphic system in a cut-out, silhouetted style adorns the packaging, depicting hands that work in the soil and flowers sprouting from the land, representing the intersection of humans and nature at the core of coffee making.

The updated, bespoke logotype is given the same silhouetted treatment to modernize the original branding while still feeling authentic to the brand. The bold graphics pop against the brighter colour background effectively maintaining a minimal, organic aesthetic while grabbing attention on the shelves.

Kraft paper coating of the coffee packaging adds a rough textured element, which, once printed on, ties the earthy colour system and bold graphics together, compliments the organic narrative and helps the product stand out against glossier, flashier brands.

For more information about the Ludlow Kingsley’s design visit their website or follow them on Instagram .

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