A black and white cartoon drawing of a person hanging from a horizontal bar, with a sad face on a framed picture on their head, holding a long stick, and standing behind a container with a wavy line in it, on a yellow background.

A Sustainable Roaster Fighting for Great Coffee

Brand Strategy
Visual Identity
Packaging
Illustration
Brand Rollout

Client: Apostle
Year Complete: 2024

Apostle Coffee exists to champion sustainable coffee, so we built a visual identity inspired by the energy of collective movements and shared purpose.

At the heart of the brand is a cast of hand-drawn characters who act as advocates for the cause, waving flags, carrying messages, and proudly championing great coffee. Drawing inspiration from protest iconography, community action and rallying cries, the illustrations bring a sense of momentum, optimism and personality to the brand.

The bold, expressive illustration style helps communicate Apostle’s commitment to sustainability in a way that feels approachable and human. Combined with a vibrant colour palette and confident typography, the identity creates a distinctive visual language that celebrates the people, values and practices behind every cup.

Pink package of organic whole bean coffee with Mountain View logo, titled 'Ippikin's Rock', with a mountain landscape background including mountains, trees, and shrubs.
Illustration of a person holding a framed certificate that says "ethy VERIFIED" with a purple background.
A scenic mountain landscape with a rock formation at the top and a person sitting on the edge. A large yellow energy bar-shaped object with text covering part of the view.
Close-up of white paper cups and a piece of paper with a black and white drawing of a person holding a tool and a sign that says 'ethy verified.' The cups are stacked and have a textured surface.
A yellow packaged food item labeled 'The Needle's Eye' with a cartoon illustration of a person holding a needle and a spools of thread. The package states it contains 225 grams of whole bean organic decaffeinated coffee and has a sticker that says 'g
A wooden sign with a drawing of a lion wearing a cap and holding a bag labeled 'Soil Organic' and 'Apostle' with wooden stakes at the bottom, placed on a green background.
A person wearing a beige cap and a white t-shirt with a black and white graphic of two coffee cups labeled 'a postle' standing outdoors near the ocean with trees and sky in the background.
A digital illustration of a person with a happy face wearing a cap and holding a long stick over their shoulder. The person is drawn in a simple, black outline style. Attached to the stick is a large, black, irregularly shaped bag with the logos of t
A large billboard advertising organic produce, featuring a graphic of a person holding a shopping basket with a logo that reads 'Society Association Organic.' In the background, there are street signs indicating directions for pre-natal services and
Close-up of roasted coffee beans with a yellow cartoon hand holding a carton of coffee beans labeled "Fighting for Great Coffee."
Person holding a brown paper bag and a cardboard envelope, standing outdoors.