01 · Starting point — good beans, office-printed label. On the shelf they lost to industrial brands.
Coffee roaster · 2026
Atlas Coffee
“We sell something good and we look smaller than we are.”
The challenge
Specialty coffee that looked like supermarket coffee.
Atlas roasted single-origin beans and sold them in generic bags with a label printed at home. On the shelf they competed against industrial brands and lost: the product was better and didn’t look it.
The approach
Let the package say what the coffee already does.
A packaging system where the only variable is the origin and everything else repeats. The store uses the same grid as the bag, so the product photo and the web listing read as the same piece.
- Client
- Atlas Coffee
- Sector
- Coffee roaster
- Services
- Packaging + Store
- Delivery
- 7 weeks
↓ 08 plates — from what was broken to what shipped
02 · Decision — the origin is the only thing that changes between references. Everything else stays fixed.
03 · Proof — we tested the hierarchy at real size before printing a thousand bags.
04 · System — six origins, one template. The roaster fills it in without a designer.
“If it takes a designer to release reference number seven, the system failed.”
05 · Hinge — the criterion that decided the rest of the project.
Discarded route · v03
06 · Discarded — there was a version with an illustration per origin. Beautiful and unsustainable: we killed it in week three.
variables.css · same file as the guidelines
:root {
--ink: #000000;
--bone: #E6E6E6;
--chev-span: 192px; /* 8 × calle */
--chev-rise: 96px; /* 4 × calle */
--e-cut: cubic-bezier(.76,0,.24,1);
--t-3: 360ms;
}07 · Delivery — the store’s product listing reads the same design variables as the bag.
Live · real component
This is the button that is in production
[ See variables ]
08 · Proof — the store’s real buy button, with all its states.
Atlas Coffee01 / 08Setup
The result
Ninety days later.
- Checkout conversion
- +38%
- Average order value
- +21%
- Shelf references
- 6
90 days, Shopify Analytics.
Same period, without changing prices.
One system, six origins, zero redesigns.
«The first week, three coffee shops that had never looked at us wrote to us. We didn’t change the coffee.»
We reply within 48 business hours.