Product Identity for Fulcrum's Silver Cup | Tolleson
Channeling a Place Where the Pace is Just Right
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With its roots around Seattle, our evolution of Silver Cup into a unique product brand within Fulcrum Roasters had to feel like it’s something that has been here for a long time.
Above all, Silver Cup honors the spirit of small shops and stands throughout the iconic Pacific Northwest. And like their coffee drinkers, the brand is built on an honest appreciation of quality and time in the wilderness. Not fancy coffee by any means, just solid.
We drew inspiration from the natural world—which is just a part of life in this region. Salmon, black bears, pine trees, and even a hiking boot can be found on their packaging because they’re timeless. The dialed-back look of a kraft-paper bag in balance with rich illustrations make for a humble yet refined reminder that good things are often simple.
So even the first time you see a bag of Silver Cup, it feels familiar.
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Project Information
Project
Silver Cup Product Identity
Services
Positioning
Visual Identity
Editorial
Packaging
Go-To-Market
Positioning
Visual Identity
Editorial
Packaging
Go-To-Market
Deliverables
Product Narrative
Logo
Visual Language
Illustration
Brand Guidelines
Copywriting
Packaging Design
Packaging Templates
Packaging Production
Launch Planning
Collateral
Product Narrative
Logo
Visual Language
Illustration
Brand Guidelines
Copywriting
Packaging Design
Packaging Templates
Packaging Production
Launch Planning
Collateral
Industry
Food & Beverage
Partners
Adam Wells, Photographer
Michael McConnell, Illustrator
Adam Wells, Photographer
Michael McConnell, Illustrator
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Simply
Refined
Logo Lockup
Wordmark and Symbol
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We rebranded long-time local Silver Cup with a craft-forward approach and hand-drawn illustrations that celebrates the natural world. The logomark needed to be simple enough to comfortably sit next to original artwork, while still having its own warmth and personality.
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Four Elements
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Exploring
Nature Through
Illustration
Illustration Exploration
Flora and Fauna
In partnership with a local artist, we developed a number of natural icons inspired by the flora and fauna of the Pacific Northwest.
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Many natural fits
To elevate Silver Cup’s presence in-store and around town, we extended the system to new products like cold brew and merch, stamping t-shirts, mugs, and more with salmon, black bears, left-handed guitars, and pine saplings.
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A Friend of
the Forest
Packaging System
Illustration Application
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Against the
Current
Public Market
Seattle
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Four Elements
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Seeing the
Forest
for the Trees
Snow Bowl Hut
Washington
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Four Elements
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With a variety of rich symbols unique to the region, each illustration took on a life of its own, not only helping Silver Cup gain visibility but giving more of a branded feel to partner cafes—with some blends picked for their packaging.
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Related
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