Great beans, blank bags

Hatch roasts small batches of coffee in a railway arch, and a train rumbles overhead every eight minutes. Customers loved the coffee and forgot the name.

The problem

Every bag looked the same: brown paper and a stamp, usually smudged. Subscribers could not tell this month’s beans from last month’s.

The process

We made a kit instead of a logo.

1. A crest. A small badge with a bean and a train, drawn to work at the size of a sticker.

2. Three colours. Green, orange and purple, one for each roast, so the shelf sorts itself.

3. Stickers for everything. Round, long and arched stickers turn any bag or box into a Hatch bag or box.

The result

Subscribers now collect the stickers, and the team packs orders faster because the colours do the sorting.

The trains still go overhead every eight minutes.