• Rudy Sanchez

roastwork Rebrand Balances the Science and Humanity of Premium Coffee

Altier Avocado created a more approachable identity for Hong Kong independent coffee roaster roastwork.


Tasked with making roastwork a more retail-friendly brand, they added warmth and rapport to existing chemically-inspired elements of the brand to also show the balance of art and science that exists in high-quality coffee.

roastwork is an independent coffee roasting company established in 2014 in Hong Kong, with a mission to promote locally roasted specialty coffee to local Hongkongers, so they can enjoy fresh and tastier brewed coffee.


Atelier Avocado was commissioned to rebrand roastwork with a more retail-customer-friendly position and visual identity. The refreshed identity carries the well-received legacy – the unique symbols of their coffee beans inspired by periodic table in chemistry. The new brand mark, the new design of iconography and typography are dedicated to maintaining a balance of science and art, same as their artisanal yet professional roasting processes. Additionally, a new collection of pattern art is created to celebrate their wide spectrum of coffee beans, adding a more intriguing and delightful aftertaste to the new brand image of roastwork.



Designed By Anthony Lam / Atelier Avocado ( http://atelieravocado.com/ )

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