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Work / Café & roastery

Kelder Coffee

A cellar café that started roasting for its own counter and then for a handful of other cafés. The hand-written bag labels no longer scaled, two cafés had mixed up the decaf, and the morning queue ran up the stairs.

What we did

  • Built a wordmark that works small, on a 250 g bag, and large, painted on the cellar stairs.
  • Made a bag system where the single colour changes per roast, so staff and customers tell them apart at a glance.
  • Designed an order-ahead web app: the menu, a pickup time, and a ‘ready’ screen with a short order code — no account needed.
  • Carried the colour-per-roast idea into the beans list, so the bag on the shelf and the one on screen match.

The outcome

The colour-per-roast idea ended the decaf mix-ups in a week. Ordering ahead took the morning queue off the stairs, and wholesale orders doubled over the first season.

Identity & packaging

Kelder Coffee: identity
Identity
Kelder Coffee: colour-per-roast bags
Colour-per-roast bags
“People started asking for ‘the teal bag’ by colour. That told us it worked.”— Roaster, Kelder Coffee

Mockup photography: Unsplash