Branding
Mireille Coffee
- Client
- Mireille Coffee
- Year
- 2024
- Timeline
- 7 weeks
- Services
- Identity, Packaging, E-commerce
Overview
Mireille is a third-generation coffee roastery whose heritage was invisible on the shelf. We rebuilt the identity around its founding story — a refined serif wordmark, a warm editorial palette, and packaging that treats each origin like a chapter in a longer narrative. The system extends across retail bags, café interiors, and a new subscription e-commerce experience.
The Challenge
Specialty coffee packaging is a shelf battlefield. Mireille needed to stand out to curious newcomers without alienating the connoisseurs who judge a roaster by its credibility — and without abandoning three generations of family history.
The Outcome
The rebrand helped Mireille expand from its single roastery café into 22 retail locations. Subscription sign-ups tripled in the first quarter, and the origin-chapter packaging became a genuine talking point on social media.