Coffee Wrights

Branding for a coffee label that launched in Sangenjaya in 2016 and expanded to locations in Kuramae, Omotesando, Kyoto, and select partner cafes. The brand offers access to high-quality beans roasted in-house at its Kuramae roastery, allowing customers to easily enjoy great coffee at home.

Concept

Many hands shape a single cup of coffee: the growers who cultivate the beans, the roasters, the baristas who brew them—and you, brewing that morning cup or taking a pause between work or study. Dedication at every stage comes together to create truly delicious coffee. The concept of a coffee label for everyone from producer to consumer was inspired by a barista’s simple phrase: "I want to do coffee."

Naming

"Coffee Wrights" means "people who make coffee," with "wright" being an archaic English word for a maker or craftsman. At BAUM, we often develop names and logos in tandem, shaping the logotype as the name itself evolves. Once we discover a combination where word and form click naturally into place, our process of trial and exploration begins.

Graphic Design

At Coffee Wrights, carefully selected beans from across the globe are roasted in-house at the Kuramae roastery. To convey the roasters' dedication to their craft and share the joy of "doing coffee," we carefully considered the role design should play across every touchpoint—from store interiors and packaging to paper cups.

For instance, single-origin coffee bags feature vibrant, colorful labels inspired by the aromas and tasting notes penned by the roaster, making each profile intuitive to imagine. For drip bags, which allow people to enjoy authentic coffee anywhere, we added charming phrases that make selecting one a pleasure—tailored to specific moods, moments, or gift recipients.