Upside Coffee is a roastery in Dublin, Ireland run by two of the nicest people you are likely to meet. While they are incredibly passionate about sourcing and roasting the best coffee from around the world, they are also as far removed from the snobbery and nerdery that plagues some parts of the industry.
They wanted their brand to represent an antidote to this image, and reinject the feeling of comfort and warmth that a good ol’ mug of joe brings to us on a lazy summer’s morning.
They had used illustration in the past, which we were keen to keep alive, but it didn’t do a brilliant job of communicating the breadth of their range; or a consistent tone or character for who they were. By creating a series of mini ‘worlds’ inspired by the regions they source their beans from, we were able to keep a light hearted feel to the packaging that works hard at point of purchase to communicate flavour, strength and variety.