The Brief

Coastline Coffee Roasters, a family-run roastery rooted in Gower's surf culture, needed an identity with more structure and stability than their previous logo could offer. The original mark leaned heavily on a surfboard-holding character but lacked the cohesion to carry the brand consistently across packaging, café spaces, and merchandise.

The Approach

We began by defining the brand's core tension: coastal, laid-back energy balanced against genuine coffee craft. Rather than softening either side, we built the identity around a character-led concept — a confident, sunglasses-wearing coffee bean mascot, tucked under one arm with a surfboard and throwing a easy-going shaka. It's playful without tipping into gimmick, and instantly ownable in a way a generic wordmark never could be.

The mascot construction moved through a proper illustrative process: rough pencil sketch, digital outline, then full colour and shading to give the character depth and warmth.

Because a character mark can become repetitive across every application, we developed a full logo suite rather than a single lockup: a primary circular badge featuring the mascot, secondary wordmark options (including a version with a coffee-bean motif built into the "O"), and two simplified brandmark options for smaller-scale use — one a reduced mascot icon, the other an abstract coffee-bean symbol.

Typography pairs Amboy Black for bold, condensed headline copy with Acumin Variable for sub-headings and body text, giving the brand a sturdy, slightly retro voice that suits both packaging and signage.

The palette moves away from the previous logo's brighter tones toward a calmer coastal register — dusty blue, deep teal, cream, and a soft sage green — echoing beach huts and rolling Gower coastline rather than leaning on cliché surf brights.

Bringing It to Life

The new identity was rolled out across the full spectrum of the business: whole bean packaging for each origin and roast, coffee cups, café signage and menu boards, tins, napkins and sugar packets, stickers, apparel, tote bags, and social media templates — giving Coastline a consistent, recognisable presence whether you're ordering a flat white in-store or spotting their beans on a shelf.

The Result

Coastline Coffee Roasters now has an identity built on genuine personality rather than a static mark — flexible across formats, distinctive on a shelf, and true to the coastal, family-run character of the business itself.