Journeyman Roasters is a small-batch coffee brand founded in 2020 that aims to offer customers a sense of adventure with each sip. The branding evokes a sense of wanderlust, ambition, and inspiration that is fueled by their unique roasts.
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=297,h=320,fit=crop/Y4L8RkBx2gS7wKEw/journeymanroasterslogo_main-m5K2Vx0lZJIzj1j5.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=187,h=182,fit=crop/Y4L8RkBx2gS7wKEw/journeymanroasterslogo_main-m5K2Vx0lZJIzj1j5.png)
The logo consists of three recognizable symbols, combined to create something more compelling. It represents the coffee bean being roasted over a campfire, and calls forth the familiar feeling of embarking on a journey.
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=185,h=30,fit=crop,trim=5.774193548387097;0;5.774193548387097;0/Y4L8RkBx2gS7wKEw/brand-identity-tag-AR076nlD7VTEDLvD.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=158,h=26,fit=crop,trim=0;0;0;0/Y4L8RkBx2gS7wKEw/brand-identity-tag-AR076nlD7VTEDLvD.png)
Logo Design
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=606,h=504,fit=crop/Y4L8RkBx2gS7wKEw/journeyman_logo-breakdown-AGB3OoKDN7tEByoR.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=235,fit=crop/Y4L8RkBx2gS7wKEw/journeyman_logo-breakdown-AGB3OoKDN7tEByoR.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=1224,h=388,fit=crop/Y4L8RkBx2gS7wKEw/journeyman_logo-versions-YKbNVG68P2t14lgk.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=104,fit=crop/Y4L8RkBx2gS7wKEw/journeyman_logo-versions-YKbNVG68P2t14lgk.png)
I designed a vertical business card with rounded corners to complement the shape and style of the logo.
Business Cards
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=503,h=586,fit=crop/Y4L8RkBx2gS7wKEw/journeyman_business-cards_new-AzGDaWD6J0hyak7D.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=320,fit=crop/Y4L8RkBx2gS7wKEw/journeyman_business-cards_new-AzGDaWD6J0hyak7D.png)
I again incorporated the shape and visual language of the logo into a label design, which is added to each bag of coffee. Because this is a small-batch roaster, the handwritten descriptions give the package a personal touch, and allow for the owner to customize each label individually.
Label Design
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=494,h=584,fit=crop,trim=0;479.4520547945205;0;392.6940639269406/Y4L8RkBx2gS7wKEw/coffeebagmockup-new-A3Qry6Ggb2fGknvg.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=320,fit=crop,trim=0;350;0;283.3333333333333/Y4L8RkBx2gS7wKEw/coffeebagmockup-new-A3Qry6Ggb2fGknvg.png)
Menu Design
I designed the menu as a portable tri-fold brochure. It features simple icons and a designated area for handwritten notes, providing a personalized touch.
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=1224,h=816,fit=crop/Y4L8RkBx2gS7wKEw/journeyman-menu-mockup-new-YX4z075peDF8Z4rN.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=219,fit=crop/Y4L8RkBx2gS7wKEw/journeyman-menu-mockup-new-YX4z075peDF8Z4rN.png)
In addition to their coffee, the company also sells apparel, which I designed. The capsule collection includes articles customers can enjoy while hiking, camping, or sipping their coffee at home.
Branded Apparel
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=494,h=584,fit=crop,trim=0;0;71.52317880794702;0/Y4L8RkBx2gS7wKEw/journeyman_merch-mockup-YBgyDWe235slbrjW.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=320,fit=crop,trim=0;0;436.3092269326683;0/Y4L8RkBx2gS7wKEw/journeyman_merch-mockup-YBgyDWe235slbrjW.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=1224,h=560,fit=crop,trim=0;77.89799072642967;0;77.89799072642967/Y4L8RkBx2gS7wKEw/journeyman-apparel-AE0v3wPDWrC2OaVn.png)
![](https://assets.zyrosite.com/cdn-cgi/image/format=auto,w=328,h=142,fit=crop,trim=0;0;0;0/Y4L8RkBx2gS7wKEw/journeyman-apparel-AE0v3wPDWrC2OaVn.png)
![](https://assets.zyrosite.com/Y4L8RkBx2gS7wKEw/screen-recording-2024-01-04-at-10.43.15-pm-2-mk3yREoOzyH5pEJ4.gif)