Branding • Research • Art Direction

Limestone Coffee Branding

I was approached by Limestone Coffee, a small independent roaster, 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.

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.