Brand Identity And Packaging For Boo Coffee Roasters
Why make coffee branding feel intentionally unstable?
Somekind Studio collaborated with Boo Coffee Roasters to redefine their brand identity around curiosity, play, and exploration. The refreshed visual language reflects the evolving nature of coffee roasting, with dynamic typography and adaptable compositions applied across packaging, merchandise, and printed materials.
Insights
- The key point is that the identity is built on curiosity, play, and exploration: Somekind Studio revisited Boo’s story around how they actually approach coffee — “open-minded, exploratory, and always evolving.”
- The core design move is a deliberately unstable system: typography stretches and compositions shift across packaging, merch, and printed matter, echoing how roasting develops each coffee’s character and complexity differently.
- Boo Coffee Roasters is a Brussels-based independent specialty roaster in Anderlecht, selling single origins from filter to espresso online across Belgium and Europe; the client came to the studio “ready for a new direction.”
- Boo’s own copy reinforces the positioning with a broad, inclusive audience line: “ROASTED FOR THE CURIOUS, THE OPEN-MINDED, THE EARLY RISERS, THE SLOW STARTERS, THE THINKERS, THE MAKERS, THE DOERS, THE GO-GETTERS.”
- A striking context detail: co-founder Benjamin Brassart won the World Coffee Roasting Championship in June 2026 at World of Coffee Brussels, becoming the first Belgian to take the title on home soil, after the new identity was already in place.
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