Abracadabra is a singular coffee roaster in the hills of central Vermont. They roast the best beans with maniacal attention to detail and work hard to run a business that is as much a part of this Place as the wind or the trees. They are some of the hardest working weirdos this side of the Greens and are on their way up.
We set out to update their brand identity to match their ambitious vision for growth and expansion to new products and new markets. Their previous mark was too iconic and dynamic to get rid of, so instead we developed a more sound version that could modulate and reproduce well across media and products. We worked together to develop a packaging system for their coffees, which rotate frequently, so we created a label system that blends into the box to create a unique solution for the market they sell within.