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Food & Restaurants

Cedarline Coffee Co.: A Brand Refresh for Retail Shelf Standout

Cedarline Coffee Co. looked like every other bag on a crowded shelf. We rebuilt the brand around a bolder mark and a shelf-first colour system, and retail sell-through rose 27%.

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27% retail sell-through

Project overview

Cedarline Coffee Co. roasts small batches and sells in cafés, supermarkets and online. Their coffee had loyal fans, but the packaging blended into the shelf and the brand felt different in every place it appeared.

The brief: a bolder identity that stands out at a glance, works across packaging, signage and the online store, and still feels like Cedarline.

The challenge

On a crowded shelf, shoppers decide in seconds. The old bag used soft colours and small type, so it was easy to walk past.

The logo, packaging and store each had their own style, so the brand never built up recognition.

Where we started
  • Blended into the shelf
  • Small
  • soft type
  • Three different styles

Our approach

How we worked with Cedarline Coffee Co.

Four clear steps, from the first look at the numbers to a result the team could keep building on.

  1. Study the shelf

    We photographed competing bags in real stores to find the gap.

  2. Draw a bolder mark

    A simpler logo that reads from across an aisle.

  3. Build a colour system

    Each roast has its own colour, so shoppers find their favourite fast.

  4. Roll it out

    Packaging, signage, labels and the online store, all from one set of rules.

The results

What changed in numbers

  • 27%

    Retail sell-through

  • 4

    Roast colours in one system

  • 3

    Touchpoints, one brand: shelf, signage and store

What we delivered

The work behind the result

  • Brand identity

    A new mark, colour system and type for the whole brand.

  • Packaging design

    Bags and boxes built to stand out on a shelf.

  • Branding collaterals

    Labels, signage and café materials in the same style.

  • Online store look

    The same identity carried into the web shop.

The work

A closer look

  • A white cup full of coffee beans on a bed of roasted beans
  • A customer at a table in a bright cafe with pendant lamps

Customers now point at the bag and say they spotted us from the other end of the aisle.

Sanjay Nair Founder, Cedarline Coffee Co.

Services used

The services behind this result

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