This exercise in both brand identity and package design has become one of my favorite projects to-date. For Pelagic Coffee Co. the positioning for the brand was to convey something both nostalgic and modern using antiquated, nautical motifs. I drew a great deal of inspiration from Herman Melville’s Moby-Dick or, The Whale in drafting the concept for this brand identity. The use of weathered slab serif fonts like Typeka provided further influence in constructing the worn, stamped-on assets that populate much of the brand’s packaging. A level of simplicity, both in layout and in the use of a flat and balanced color palette of earthier yet eye-catching tones, was implemented to keep the old-fashioned aesthetic still anchored in contemporary aesthetics.