Limestone Coffee
Brand Identity
I was approached by Limestone Coffee, a small independent roaster in Melbourne, Victoria, to create a brand identity for a youthful, on-the-go audience. The goal was to design a fun, design-led canned coffee that could stand out in Melbourne’s crowded coffee scene. Through market research, I identified a growing demand for health-conscious, mobile-friendly options and developed a niche indie brand that blends regional storytelling with bold, youthful visuals.
I was approached by Limestone Coffee, a small independent roaster in Melbourne, Victoria, to create a brand identity for a youthful, on-the-go audience. The goal was to design a fun, design-led canned coffee that could stand out in Melbourne’s crowded coffee scene. Through market research, I identified a growing demand for health-conscious, mobile-friendly options and developed a niche indie brand that blends regional storytelling with bold, youthful visuals.
Client
Limestone Coffee
Limestone Coffee
Role
Art Director • Graphic Designer • Artworker
Main focus
Branding • Research • Art Direction
Branding • Research • Art Direction
Year
2025
2025
← Back
← Back
Inspired by Place
Research into the area around the roasting site revealed the iconic 1970s Jigsaw Factory. The design draws inspiration from Bruce Weatherhead—one of Australia’s founding graphic designers—whose colourful, playful style helped define a generation of Australian graphic design. Bold colours, 70s typography, and lively illustrations reflect both the coffee’s character and the spirit of the original studio.
Research into the area around the roasting site revealed the iconic 1970s Jigsaw Factory. The design draws inspiration from Bruce Weatherhead—one of Australia’s founding graphic designers—whose colourful, playful style helped define a generation of Australian graphic design. Bold colours, 70s typography, and lively illustrations reflect both the coffee’s character and the spirit of the original studio.
Inspired by the infamous Jigsaw Factory and Bill Weatherhead, a benchmark of Australia graphic design, just down the street from the roastery
Inspired by the infamous Jigsaw Factory and Bill Weatherhead, a benchmark of Australia graphic design, just down the street from the roastery
Sticker language and identity elements for Limestone Coffee.
Sticker language and identity elements for Limestone Coffee.
Fonts and colors reflect the history of The Jigsaw Factory's 1970s visual language.
Fonts and colors reflect the history of The Jigsaw Factory's 1970s visual language.
Conceptual mapping of how the brand sits amongst its competitors: hitting the mark of youthful and niche/alt
Conceptual mapping of how the brand sits amongst its competitors: hitting the mark of youthful and niche/alt
Packaging design
Packaging design
Designed by a human. No Ai used.
Designed by a human. No Ai used.
Design
Design
Josie Bachman
Josie Bachman
Scope
Branding • Research • Art Direction