McCarthy
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Prima Coffee

The owner’s top priority for the brand was sustainability. Using a block of rural land, he employed his own compostable systems for his entire product range. This coupled with his ethical decision to visit and hand pick plantations and communities to work with, placed an emphasis on people, planet and community first.

Taking visual cues from the stencil typefaces one would typically find on coffee bean sacks allowed us to subtly portray the idea of the first priority. We put growers and the earth at the forefront of the identity, we illustrated each part of the number 1 to tell the coffee journey from region, to plantation, to a close up of the plants themselves – highlighting each stage of the process.

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