Northbound Coffee
We went from one cart to forty wholesale accounts without a single redesign. The badge system and toolkit they built meant our team could roll out new SKUs ourselves, correctly, every time.
Tomas Reyes
Owner, Northbound Coffee
40
Wholesale Accounts Reached
3×
Retail Revenue Growth
12
Packaging Variants Designed
6 mo
Time to Full Distribution
The Brief
Northbound started as a single coffee cart with a loyal following and an identity that hadn’t kept pace with its ambitions. As the roaster prepared to scale into wholesale, they needed a system that could hold together across forty accounts without losing the handmade feel that built the brand in the first place.
The Approach
We built a flexible mark and a bag system that could flex by origin and roast level while staying instantly recognisable at a glance across a crowded café counter. Production constraints were treated as a design input from day one — everything had to print cleanly on a single-colour bag press.
A modular badge system indicating origin, process and roast date
A wholesale toolkit — menu boards, cup sleeves, POS signage — built for non-designers to deploy
A production-tested colour palette limited to two spot colours per SKU
The Result
Northbound rolled the new identity out across its original cart and its first wave of wholesale partners simultaneously, with zero redesign needed as new accounts came on board — exactly the scalability the brief called for.
Good systems design disappears into production. You shouldn’t notice the constraints, only the result.
