Proxy Coffee Roasters: Branding Illustration

The task of this project was to reinvision Proxy Coffee’s two flagship blends, Signal and Omen. Each new illustrative label was to expand on specific qualities and characteristics of its corresponding coffees while remaining true to Proxy’s brand standards. Omen, a dark roast, was to tout the historically mystical definition of the "omen." Its companion, Signal, was a light roast coffee which aimed to focus on the optimistic, transcendental possibility of
a “good omen.”

Both labels were to replace the company’s previous branding (pictured top left) which Proxy felt needed an update. The new pair of labels stayed true to the original vision and tone of the coffees’ brand but pushed its boundaries and amplified visual and conceptual interest.