Taking inspiration from the vibrant, characterful world of craft beer branding, we developed Shoetown Coffee Co.with a fun, independent spirit at its core. The goal was to create a brand that felt approachable, expressive, and full of personality.

To bring this to life, we designed a bold set of custom illustrations, giving each coffee pack its own unique identity. These illustrations were more than just decorative—they were designed to be modular and customizable, allowing the brand to evolve and expand its range without losing its distinctiveness. We drew visual inspiration from traditional sailor tattoos—an intentional, subtle nod to the global journey of single origin coffees, which travel across the oceans. Anchors, ships, flowers, and mythical creatures were reimagined with a modern Shoetown twist, creating a playful link between heritage and innovation.

The result is a brand that feels both rooted and adventurous, perfect for a coffee company that celebrates the uniqueness of every origin while inviting customers into a welcoming, creative world.