Otherside CoffeePop & Pac
• Date added
10 July 2023
Otherside Coffee is a Melbourne specialty coffee brand encompassing a cafe and roaster. Their focus is on providing a great experience and serving delicious coffee without judgement, encouraging customers to return for more memorable moments on the other side.
Melbourne-based multidisciplinary design studio Pop & Pac created a stand-out brand identity by breaking away from minimalistic designs commonly seen in Melbourne's coffee scene.
In response to the client's request for a simple and powerful brand, the brand name was changed from Little Temperance to Otherside, centring on creating a bold, colourful, and inclusive visual identity. This approach provided synergy across the brand's look, feel, storytelling, and messaging.
To achieve the desired brand identity for Otherside Coffee, Pop & Pac focused on several key design details. A suite of colours was carefully curated to communicate a sense of diversity and vibrancy, ensuring the brand visually stood out in a crowded market. The typeface chosen for the logotype, Favorit, boasts a simplicity uniquely complemented by subtle details, contributing to its distinguishing character. Additionally, the shapes incorporated in the brand, such as tampers, milk jugs, and cups of varying shapes and sizes, served as a literal representation of coffee and sought to evoke a sense of familiarity while exploring creative avenues beyond the conventions of the typical Melbourne coffee industry.
“Throughout the project, amidst COVID-19 lockdowns, we faced the challenge of creating, disrupting our usually highly collaborative in-person process. However, we successfully adapted and transitioned to an online forum, maintaining a collaborative experience for our clients. The lessons learned from this project and others have given us the confidence to take on non-local and international clients, knowing that we can provide them with the same level of collaboration and creativity thanks to online platforms.”
Pop & Pac’s visual inspiration for the project stemmed from consuming multiple cups of coffee and the personal nature of the perfect cup, varying according to individual tastes. This concept formed the genesis of the visual identity displayed on the packaging, featuring stacked cups of various shapes and sizes. The design subtly transmits the notion that everyone is as unique as their coffee preferences.
The Bauhaus movement and its philosophy played a significant role in Pop & Pac’ creative approach since it aimed to blend mass production principles with individual artistic vision, combining aesthetics with everyday function.
In terms of messaging, Pop & Pac strove to embody core values of inclusivity and open-mindedness, creating a coffee brand that welcomes everyone without judgement. The messaging and typography were inspired by coffee orders and receipts, recognising the diversity in order preferences and the expertise of baristas in crafting the perfect cup for each customer. Two pivotal messages emerged throughout the project that encapsulated the brand's vision: "You spin me right round," which directly responded to the client's objective of creating packaging that would capture attention and make a lasting impression. The second message, "We're for everyone else," conveyed the brand's commitment to inclusivity, intended to offer a sense of belonging to individuals potentially feeling judged or excluded by societal norms.