Branding & Design · 2025 · North & Oak

A packaging system for a craft coffee brand entering retail

Full identity and packaging system for a Toronto coffee brand launching in independent grocery.

CPG · Specialty coffee

Canada

6 weeks

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Client

North & Oak

Industry

CPG · Specialty coffee

Location

Canada

Timeline

6 weeks

Results

What changed after launch

Retail doors

2.1×

Sell-through vs category

12 bags

SKU system

Case study

Problem, approach, outcome

01 · Problem

The constraint

A café brand needed to scale from one location to shelf presence in 40 stores.

North & Oak had a loyal café following in Toronto, but the visual identity was built for a single counter — not a crowded grocery aisle. Packaging lacked clear origin hierarchy, the logo didn't hold at thumbnail size, and there were no print-ready dielines for the SKUs buyers wanted. Retail expansion was blocked by a brand that couldn't survive shelf distance.

02 · Approach

What we did

Refined identity, illustrated origin bags, retail-first hierarchy, print-ready dielines.

We refined the wordmark and colour system for retail distance, then built an illustrated origin language for single-origin bags. Hierarchy was redesigned for scan-path shopping: roast, origin, and tasting notes readable in under two seconds. Every SKU shipped with print-ready dielines, printer specs, and a simple brand guide so the café team could brief seasonal variants without us.

03 · Outcome

What shipped

Launched in 42 stores across Ontario; sell-through beat category average by 2.1×.

The line launched in 42 independent grocery stores across Ontario. Sell-through beat the category average by 2.1× in the first ninety days, and the brand system has absorbed three seasonal packaging waves without diluting recognition.

Why it worked