Meraki Concept Studio

We’ve done it! .coffee’s rebrand is now live.

When Heartland first reached out to me last August, it felt like a dream brief. One of the UK’s first and most-loved coffee roasters—with a quietly loyal community that’s followed them from London to North Wales—was preparing to mark its 20th year in business.

They were looking for a rebrand that was considered, meaningful and true to who they are. Not trend-led. Not flashy. Just thoughtful, well-crafted and quietly confident.

Over the past year, I’ve led a full brand transformation across strategy, packaging and digital—bringing together their identity into one cohesive system that honours their roots while opening up space for the next chapter of growth.

At the core of the new identity is a symbol designed to distill the entire brand into a single, enduring mark. Early exercises broke Heartland into “heart” and “land”, leading me to a form that captures both the human and environmental foundations of the business. The centre represents the source—the farmer, the coffee, the craft—while radiating rings evoke the land, its care and the ever-growing community around it. The pattern expands with a quiet rhythm, its stroke widths ebbing and flowing to mirror nature’s raw, unrefined beauty.

You can now explore the full new brand world via their beautiful Shopify website—where, for the first time, you can buy their coffees through subscription. The packaging was printed by in Aberdeen and photographed by .

To the Heartland team: you’ve been one of the kindest, most gracious groups I’ve had the pleasure of working with. Thank you for making this year of work so joyful. Here’s to many more years of collaboration.

This is a first iteration of packaging for a raw pressed juice brand I’m working on. It steps beyond the expected—using an intentionally unconventional palette that contrasts with the natural colours of the ingredients inside.

Before arriving at this point, I thoroughly analysed direct competitors in the beverage space—understanding their strengths, weaknesses and visual language. I also drew references from industries far beyond this category, including beauty and skincare, to build a product that not only stands out in its immediate context but resonates with consumers in ways they’re already familiar with. This kind of thinking is what sets a brand apart—not just within its category, but as a cultural connector.

This is how I help founders like you build brands that lead—grounded in insight, elevated by design and tuned into the aspirations of your audience.

The next available start dates for 2025 are:⁠
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• Sep 8
• Sep 22