← All work/ Branding & Identity
MeridianCoffeeCo.
- Industry
- F&B Retail
- Discipline
- Branding & Identity
- Region
- Mumbai, IN
- Year
- 2025
(The brief)
A 14-store specialty chain losing distinction against café franchises.
Meridian had the better coffee and the weaker signal. We spent two weeks behind the counter before drawing anything, and the answer was already on the wall: a roaster's ledger where every batch is logged by hand. We turned that ritual into the identity — a numbering system that runs from the roastery door to the retail bag, paired with a wordmark drawn from the ledger's own handwriting. Nothing invented, everything codified.
Concept — A roaster's ledger — hand-numbered batches turned into an identity system.
(Scope of work)
- Brand strategy & positioning
- Naming architecture for batches
- Wordmark & visual identity system
- 40-piece packaging suite
- Store rollout & signage kit
(Results & impact)
+38%
Flagship footfall
2.1x
Retail sell-through
6 wks
Strategy to rollout
+38% footfall in flagship stores, 2.1x retail SKU sell-through in Q1.
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