Brand Design and Packaging : BLOCKCOFFEE

Designing Packaging and Brand Identity for Sydney-based coffee brand.

Role

UX/UI Designer

Role

UX/UI Designer

Role

UX/UI Designer

Industry

Beverages

Industry

Beverages

Industry

Beverages

Duration

1 Month

Duration

1 Month

Duration

1 Month

Brand Discovery

Kicked off the project with a deep dive into BlockCoffee’s existing brand presence, exploring their visual identity, audience, and competitive landscape in Sydney’s specialty coffee scene. This discovery phase highlighted opportunities to strengthen brand consistency, elevate shelf appeal, and introduce more engaging visual touchpoints across their product and digital channels.

Design Strategy

Developed a refreshed creative direction that emphasises a bold, modern aesthetic aligned with BlockCoffee’s personality. Established guidelines for colour, typography, and illustration to unify their packaging and digital assets. Mapped out a structured design plan that outlined immediate deliverables—such as packaging updates—and longer-term brand extensions.

Asset Development

Packaging Design: Redesigned the core packaging range, creating a cleaner, more recognisable visual system that distinguishes each blend while maintaining brand cohesion. Focused on clarity, strong hierarchy, and tactile impact to elevate both in-store and online presence.
Motion & Digital Assets: Produced a motion-based intro sequence to support their brand across social media and digital platforms. Built animated elements that bring the brand’s character to life while enhancing storytelling and customer engagement.
Visual Identity Refinement: Refined key brand components—including iconography, layout systems, and graphic motifs—to ensure the identity is consistent, flexible, and visually compelling across all touchpoints.

User Feedback & Refinement

Worked closely with the BlockCoffee team to review early packaging concepts and animated assets, gathering detailed feedback on visual direction, clarity, and brand alignment. This collaborative stage helped surface unexpected considerations—such as print limitations and storytelling opportunities. Iterative refinements were made to typography, colour balance, and motion pacing to ensure every element felt cohesive and true to the brand.

Implementation & Launch Support

Supported BlockCoffee through the transition from design to production, liaising with printers and digital teams to ensure accurate execution across both physical packaging and online assets. Provided guidance on colour matching, material choices, and animation integration. Continued to monitor the rollout, reviewing early print samples and digital engagement to help inform future updates and brand extensions.

a black cellphone with a white letter on it

Outcomes

The refreshed BlockCoffee identity—spanning packaging, visual assets, and motion design—was met with strong positive feedback from both the team and their customers. The updated system elevated brand clarity, strengthened shelf presence, and added a sense of personality through motion and storytelling. This project was a valuable learning experience, deepening my understanding of how thoughtful visual design influences customer perception, product appeal, and overall brand engagement.