Apotheos Roastery has been a client at Vigor for over a year now. It started out as an independent, single-location coffee roastery with big dreams of nationally distributing their cold brew coffee. Over the course of that year, things changed, and now Apotheos, in addition to their main roastery in Kennesaw, will be taking over a chain of a well-known local coffee shops here in Atlanta. As we reach the end of the project and soon Apotheos Roastery will make their brand-debut and be open to the public, I wanted to share some designs that ended up on the cutting room floor. First up, a few unused directions for their canned cold brew.
All these designs feature the same names for the coffee flavors that we came up with at Vigor. As Apotheos is meant to be a community-centric brand, we decided to name each flavor after different personalities that may wander into the roastery. Adventurer, for those coffee drinkers with an adventurous palette, features notes of chocolate, pecan, salt and a touch of cayenne. Maverick, for those who need an extra kick while building their side hustle, is an extra intense double-black cold brew. And Purist, for those who like things plain and simple, is the flagship flavor with no frills. These names carried through to the final can designs, as did some of the iconography developed below.
This first look, and the second for that matter, both blowout Apotheo’s A monogram, putting the cup and droplet hidden in the letters’ negative space front and center while using it as a framing device. You can see the use of the A more clearly in the expanded label view, below. The A in this direction served as a window, peeking into the life of the persona it’s named after.
This second direction is a simplified approach of the first, removing the background imagery and incorporating a gradient for a cleaner, sleeker look. A different framing device was tried on the can’s front to contain the full primary logo that Vigor developed for the brand, but eventually this approach was scrapped completely for a look that shined a brighter light on the brand.
This last direction tried something completely different, focusing fully on duo-toned, abstract imagery to capture the essence of each coffee flavor. Running type vertically down the can created an edgy, contemporary look, and paired with the other type and logo, creating a framing device for the focal point of each can’s image.
I was lucky enough to be able to work on these cans, and other packaging elements for Apotheos Roastery, all the way through to production. Eventually, I’ll link to the full case study once it’s developed, but for now, you can catch a peek at some of the other elements developed for Apotheos Roastery on their Instagram.