As Art Director at Frank Collective, we partnered with Roasting Plant to evolve their identity as they scaled their franchise globally. By clarifying their story and creating a flexible brand system, we helped them communicate their one-of-a-kind promise—freshly roasted, custom-brewed coffee in every café—while preserving the personal feel of a neighborhood coffee shop across all locations.

We refined the logo by softening the hard edges, rounding the endpoints, and adjusting the overall form to feel more friendly and approachable. We also developed a flexible logo system with variations optimized for different uses—ensuring consistency across packaging, signage, digital, and environmental applications.

Roasting Plant’s Javabot is a patented system that air-roasts beans in small batches and brews each cup to order—right in front of you. Our brand strategy positioned this cutting-edge technology as a deeply personal ritual, captured in the line: “Just roasted, just brewed, just for you.” By framing innovation around freshness, customization, and care, we made the experience feel human—not mechanical—and aligned the tech-forward process with the warmth of a neighborhood café.