Product Identity for Fulcrum's Urban City | Tolleson
A Special City for Craft-Anything,
Including Coffee
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Everyone knows Seattle for its coffee, but its diverse culture of craft runs just as deep.
As we reimagined locally-beloved Urban City as a unique product brand under Fulcrum, we held this legacy front and center. To help them stand out on shelves, we elevated their packaging design with bold color, illustrations, and type expression that celebrate the city’s deep passion for craft and how that relates to its coffee culture, geography, and community.
Honoring Urban City’s continued presence in Seattle as part of Fulcrum’s mission of empowering small businesses to serve their communities on their own terms.
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Project Information
Project
Urban City Product Identity
Services
Positioning
Visual Identity
Editorial
Packaging
Positioning
Visual Identity
Editorial
Packaging
Deliverables
Product Narrative
Logo
Visual Language
Illustration
Brand Guidelines
Copywriting
Packaging Design
Implementation
Production
Product Narrative
Logo
Visual Language
Illustration
Brand Guidelines
Copywriting
Packaging Design
Implementation
Production
Industry
Food & Beverage
Partners
Adam Wells, Photographer
Adam Wells, Photographer
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Single Large Image
All about
the City
Brand System
Photography
The backbone of our rebrand for Urban City was Seattle’s vibrant coffee scene. A culture that stays curious and motivated to try something new.
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“If we do our job right, we will see them tomorrow and possibly make their day. We don’t just serve coffee, we serve people.”
Errah Jurus, Founder, Urban City Coffee
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A bold new look
For every Urban City Coffee location, we redesigned the identity to feel at-home in a city setting. The logotype has a strong sense of self, with a simplicity that pairs easily with a variety of artwork we developed in-house.
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Vignette
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Single Large Image
Everything
Green Grows
Brand System
Illustration
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Four Elements
Vibrant expressions of Seattle
Each packaging design is an artistic interpretation of an aspect of life in Seattle: its verdant biodiversity, the abundant rainfall, windy trails and tracks, and proximity to bodies of water.
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Single Large Image
It’s Really
Coming Down
Brand System
Illustration
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Single Image
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Vignette
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Single Large Image
Paint Your
Own Path
Brand System
Illustration
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Four Elements
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Single Large Image
Shifting
Currents
Brand System
Packaging
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“We noticed right away that our customers not only selected blends based on their taste, but also on how much they loved the packaging.”
Lee Falck, Owner, Fulcrum Roasters
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Vignette
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Single Large Image
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Single Large Image
All together, our original artwork combines color and vibrancy in the same way that elements of diverse cultures and ideas continuously mix together in Seattle’s urban landscape.
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Related
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