SPECIALTY COFFEE / BRAND EVOLUTION
A brand evolution for Old Soul Co. Sacramento's beloved coffee roaster.
Old Soul Co. is a Sacramento institution. They are a specialty coffee roaster with deep community roots, a loyal following, and a brand voice that's warm, witty, and entirely their own. They'd built something real. They needed a visual system that could keep up with it.
We refined the core mark, built an extensive typographic system, and designed everything from coffee packaging and premium tin canisters to merchandise, environmental graphics, and a custom mural for their Fair Oaks location.
Visual Identity / Logo Refinement / Typographic System / Packaging Design / Environmental Graphics / Merchandise / Illustration / In-Store Materials / Copywriting
Logo Refinement & Identity Evolution
This redesigned logo is a refined and simplified version of the original mark. The updated identity maintains the spirit of the existing brand while improving clarity, balance, and versatility across applications.
The refreshed logo system performs consistently across packaging, merchandise, signage, and digital uses, ensuring recognizability at any scale.
This evolution allowed the brand to modernize without losing the familiarity that longtime customers value.
The Challenge
Old Soul had built a loyal following and recognizable voice, but its visual system needed refinement and expansion to support continued growth.
The brand required:
A modernized logo that honored existing recognition
Flexible typographic systems for ongoing messaging
Cohesive packaging across product tiers
High-quality merchandise aligned with brand personality
Consistency across multiple retail locations
A strong visual anchor for a new café location
Every element needed to feel authentic, expressive, and rooted in the brand’s established tone which was never overly polished or corporate.
A typographic system
A core component of the identity expansion was the development of an extensive library of typographic lockups and badges.
These elements serve as expressive brand statements that can be applied across merchandise, packaging, and in-store graphics. We created both the visual designs and the copywriting for these pieces, crafting taglines and phrases that reflect the brand’s voice: warm, witty, and community-driven.
This flexible system allows Old Soul to continually introduce new expressions while maintaining a cohesive visual language.
For higher-end offerings, we designed custom tin canisters that elevate presentation and create a giftable, collectible feel. These containers extend the brand into a more premium space while remaining aligned with its overall character.
We developed packaging for Old Soul’s standard coffee offerings, creating a system that balances clarity, shelf presence, and brand personality.
The design allows for variation across roasts and blends while maintaining strong visual consistency across the product line.
Custom Merchandise
We designed a wide range of branded merchandise to support retail sales and strengthen customer loyalty:
T-shirts, sweatshirts, and apparel
Hats and bandanas
Tote bags
Mugs and tumblers
Enamel pins
Seasonal and limited-run items
Each piece integrates the typographic system, creating collectible, wearable extensions of the brand that feel authentic rather than promotional.
The goal was to make merchandise that customers genuinely want to use while reinforcing brand affinity beyond the café experience.
Environmental Graphics & Mural Design
For a new Old Soul location in Fair Oaks, we created a custom illustrated rooster mural to serve as a visual centerpiece and neighborhood landmark.
The rooster acts as a mascot for the new café and has been adapted across merchandise and branded materials specific to the location. This approach creates a strong sense of place while remaining connected to the broader brand identity.
Mural painted by and video courtesy of Stranger Projects
Photography by Lyda Studios
Retail & In-Store Applications
We designed numerous in-store and takeaway materials to ensure consistency throughout the customer experience:
Paper to-go coffee cups
Glass refillable bean jars
Paper pastry bags
Food and drink menus
Gift cards
Branded collateral and signage
Each touchpoint reinforces the brand’s visual language while maintaining practicality for high-volume daily use.
Outcome
The expanded identity system provides Old Soul with a cohesive and highly adaptable visual toolkit that supports continued growth across locations, products, and merchandise.
The work enables:
Consistent branding across retail and packaging
Ongoing creation of new merchandise and messaging
Elevated presentation for premium offerings
Stronger visual cohesion across locations
Memorable in-store and take-home experiences
By refining the core identity and building a flexible system around it, Old Soul now has a brand foundation designed to evolve alongside its community.
We partner with coffee roasters, restaurants, and consumer brands to create identity systems that extend seamlessly from packaging to environments and merchandise.
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