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The Project

Thinkers Coffee Roasters is a coffee roasting company in Nashville, Tennessee. The brand, founded by Sarah Key, elevates the Nashville roasting experience and celebrates community through artistic partnerships and accessibility. Thinkers Coffee Roasters approached Strange Salt to create a brand identity for their brand that could translate to to both the digital and physical space.

Brand Discovery

Brand Identity

Brand Systems

The Design

Key jumped into the brand head first and encouraged the Strange Salt team to get weird! She sent a photo of a an alien-inspired book end in her house as a source of inspiration. Brand strategist and designer Jamie Cox ran with the idea, creating an entire alien "language" to communicate various coffee profiles and flavors. Using inspiration from NASA images, Jamie created gradients and orbs that take the brand out of this world.

The Message

A writer, founder Sarah Key created fun sayings and quips she plans to use in merchandise for the brand. Jamie created visual elements to bring these statements to life and showcase the brand's sense of humor and personality.

The Collective

Jamie Cox


More Work