THE BRAND IDENITY FOR
living room roasters
the brand that started it allTHE BRIEF
When Allen and Hayli first reached out, they had a simple request: a clean, minimal logo for their new coffee roasting business. What emerged was the now-signature coffee ring mark, subtle yet memorable, and a perfect reflection of the warmth and intentionality behind their vision.
Living Room Roasters was never just about coffee. It was about creating a space that felt like home, a place where conversations could unfold as naturally as they do in your own living room. For Allen and Hayli, coffee was a catalyst for connection, and they dreamed of cultivating a brand that invited everyone in.
Rooted in downtown Toccoa, Georgia, the roastery quickly became a hub of community and purpose. From the beginning, Living Room Roasters has focused on enriching the coffee experience, not just through quality sourcing and roasting, but by partnering with local businesses and ministries to spark meaningful, lasting impact.
By working directly with ethical green coffee suppliers, they ensure every cup supports not just the end customer but also the farmers, their families, and the missions they stand behind. It’s coffee with heart, and it was an honor to help shape the identity of a brand so deeply rooted in connection, care, and community.
DESIGN DIRECTION
We began the design process by bringing the heart of their concept to life, digitally illustrating the iconic coffee stain ring. I opted for a watercolor-inspired effect to keep the mark soft, approachable, and organic, while staying true to the rich, earthy tones of actual brewed coffee. It was important to reflect the brand’s welcoming nature, so the typography followed suit, clean, friendly, and effortlessly inviting.
At this stage, Allen and Hayli only needed a primary logo and a lettermark to get their brand off the ground. But not long after, they returned with a new request: custom illustrations for their roastery space. This time, they handed over full creative freedom—a rare and cherished gift as a designer.
Returning to the essence of the brand, I ensured these new pieces echoed the original logo’s warm and handcrafted feel. The result? A cohesive suite of digital illustrations that now hang framed throughout the shop, depicting the journey of coffee itself, from bean to brew. Among them: a Chemex, roasted coffee beans, and a botanical rendering of the coffee plant. Each piece serves not only as decor but as a subtle nod to the story and soul behind every cup at Living Room Roasters.
