Interview about Onshore Roasters Branding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2025
Onshore Roasters brand identity reflects the harmony of luxury, nature, and sustainability. The logo unites a coffee bean, sunbeams, and waves, embodying the ritual of a perfect morning at sea. A carefully chosen earthy palette and recycled paper packaging reinforce the commitment of the brand to elegance and eco conscious values. Inspired by the yachting lifestyle, the design balances simplicity and sophistication, creating a seamless connection between quality coffee and the open waters.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe concept began with the idea of connection, between land and sea, morning rituals and elevated experiences. The coffee bean was naturally central, but I didn’t want it to feel generic or isolated. The sunbeams represent both the start of the day and the warmth of indulgence, while the gentle waves ground the brand firmly within its coastal, yachting context. The challenge was to merge these without visual noise. Through refinement, we distilled these elements into a single, elegant mark: minimal, but rich in meaning. It feels effortless, yet every line is intentional.
Luxury today isn’t loud, it’s thoughtful. The yachting community, in particular, is increasingly aware of its environmental footprint. We wanted the brand to quietly reflect that awareness. The earthy, understated tones evoke a sense of calm and authenticity, while the use of recycled paper brings substance to the sustainability message. At the same time, the minimal layout, refined typography, and considered details ensure the brand retains its premium, sophisticated feel. It’s a quiet confidence that speaks to both values (luxury and responsibility) without compromise.
One of the most valuable aspects of this project was that my client herself had years of experience as luxury yacht crew and manager. Her firsthand insights were incredibly helpful in shaping both the strategic and visual direction of the brand. She understood the level of discretion, attention to detail, and seamless quality expected in that environment. Through our conversations, it became clear that the brand had to feel quietly confident, refined, consistent, and effortless, never loud or overly branded. That perspective guided every decision, from material choices to the tone of the design, ensuring the brand feels perfectly at home within the world of luxury yachting.
The rhythm of life at sea is naturally slower, more intentional, and I wanted the brand to reflect that. We avoided anything overly bold or busy. Instead, we embraced simplicity: spacious layouts, subtle textures, calming color tones. The logo itself has a quiet, balanced geometry, much like the horizon line over the ocean. The entire visual system invites a moment of pause, mirroring the experience of enjoying a perfect coffee while anchored in calm waters.
Sourcing packaging for coffee always requires a balance between form and function, but when sustainability is non-negotiable, it becomes more complex. Recyclable paper pouches that preserve freshness and withstand the sometimes humid, coastal environment weren’t easy to find. We worked closely with suppliers to test options, ensuring both quality and aesthetic alignment. The final packaging from a European supplier reflects those efforts, it protects the product, communicates eco-conscious values, and feels premium in hand.
Distillation was key. Rather than literally illustrating each element, I focused on finding their shared visual language, clean curves, balanced proportions, quiet symbolism. The coffee bean, sunbeams, and waves merge seamlessly because they’re reduced to their essence. I’m always drawn to logos that reveal themselves gradually: the first glance feels simple, but with time, the layers of meaning emerge. That’s exactly what we aimed for with Onshore Roasters.
Consistency is paramount at sea, luxury isn't just about appearance, it's about reliable experience. Beyond the aesthetic, the branding reflects that dependability. The packaging is designed to preserve freshness even in coastal conditions, while the visual identity feels understated yet refined, perfectly suited to the discreet elegance of life onboard. The brand quietly assures yacht owners and crew that every detail, from bean to branding, has been considered.
For me, good branding works as effortlessly on a small detail as it does on large-scale applications. The key was keeping the system minimal yet distinctive. The logo maintains its integrity at any size, while the earthy color palette and typography adapt beautifully across paper, metal, and digital touchpoints. Materiality was also a factor, tactile finishes, natural textures, and subtle contrasts enhance the brand’s sensory appeal.
Awards are always an honor, but for me, they also serve as a reminder that quiet, considered design still resonates. Luxury doesn’t always need to shout to be seen. This project reinforced my belief that authenticity, sustainability, and refined simplicity can coexist, and be celebrated. It encourages me to continue approaching luxury branding not through excess, but through clarity, intention, and meaningful storytelling.
The biggest lesson is that luxury and sustainability are not opposing forces, they can amplify each other when approached with care. True luxury today is thoughtful, responsible, and intentional. It’s about refining the details, respecting the environment, and creating something that feels both indulgent and aligned with modern values. For emerging designers, my advice is to go beyond surface-level aesthetics, observe, listen and understand the lifestyle, the values, and the context, then design with empathy and precision.
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