As an entrepreneurial startup, Roaster coffee required a lot of creativity to develop the overall brand identity and social media appearance. This presented the opportunity to design with multiple functions in mind. It was clear that the company wanted to take a formal approach and appear as a traditional coffee supply company with a modern ecommerce platform. A serif style typeface was utilised to make this happen, along with the wordmark style that the logo takes on. A coffee bean takes the place of the wordmark and can be used as an icon on the company store and on packaging.