Brand Identity for Paper Tiger - Coffee Roasters

Ever seen a paper tiger in the wild? Beware, there’s one on the loose.

OBJECTIVES

Business owner Brittney took the reins at Paper Tiger Coffee Roasters, inheriting a brand identity that was, in many ways, half right and half wrong. She wanted to develop the brand to better reflect her personal narrative, while also appealing to a broader, contemporary audience. At the same time, she didn’t want to scare off the loyal customers who had supported the business for years. The goal was to create a brand identity that resonated with both old and new audiences—one that communicated warmth, creativity, and quality. The aim was simple, branding that says “Good vibes, Good coffee.” Simple as that.

SERVICES 

Creative Direction | Brand Identity | Merch | Collateral | Packaging

RESEARCH 

The challenge was clear: evolve Paper Tiger’s identity without losing its soul. We drew inspiration from vintage flash tattoos and classic letterpress typography, embracing the beauty of imperfections. These subtle flaws in the design would add the right amount of chaos, capturing the brand’s creative, yet grounded, spirit. By developing three distinct concepts—each with its own unique personality—we ensured Brittney had options to align with her vision. This collaborative process was key to making sure the final result truly reflected the essence of Paper Tiger.

SOLUTION 

The key was to marry Paper Tiger’s heritage with its new chapter under Brittney’s leadership. We sought to capture the vibrant energy of the brand through warm, nostalgic elements—flash tattoo-inspired illustrations, lively colors, and hand-drawn typography. The imperfections in the logotype and illustrations gave the brand a relatable, human touch, adding a sense of authenticity and warmth. It was all about evolving the brand while staying true to its roots—giving it a fresh, contemporary feel that still honoured its legacy.

RESULTS 

The feedback from the client was overwhelmingly positive, and we couldn’t wait to see Paper Tiger’s beans sitting proudly on the shelves in their new packaging. We successfully navigated the fine line between staying true to the brand’s origins and opening up to a broader, more modern audience. The new identity blends the nostalgic with the contemporary, offering both warmth and edge.