Brand Identity | Logo Design | Packaging Design
A mark built from
the soul of Fremantle.
A city defined by its arches. A coffee brand defined by its craft. We brought the two together in a bespoke typographic identity and packaging system built to last.
Client
Fremantle Coffee Roasters
Sector
Food & Beverage, Specialty Coffee
Services delivered
Market
Fremantle & Western Australia
Project Overview
A mark built from
the soul of Fremantle.
Fremantle Coffee Roasters came to us with a clear ambition: a brand refresh that would carry the weight of their craft and the character of the city they call home. The brief covered a refined logo mark and packaging design for a new coffee pod range — but the real challenge was creating something that felt genuinely rooted in place, not just aesthetically pleasing.
Fremantle is a city defined by its architecture. The arch — appearing in the Prison gatehouse, the Markets pavilion, the Roundhouse whaling tunnel, and the harbour — is woven into the fabric of the place. It speaks of discovery, exploration, and a heritage that gives Fremantle its unique character and appeal. We used it as the creative foundation for everything that followed.
The result is a bespoke typographic brand mark where subtle adjustments to the letterforms create a unified, ownable identity — with the letter 'A' crafted to reference the arch motif directly, tying the brand to the city and to the spirit of exploration that coffee at its best always inspires.
The brief in
two parts.
- A logo rebrand — bespoke typographic mark with a refined, distinctly Fremantle character built into the letterforms
- Packaging design for a new coffee pod range — translating the brand identity into a retail product that stands out on shelf
A brand that had to work at every scale — from a coffee cup to a retail shelf to a digital storefront.
Our Process
How the mark
came to life.
Bespoke Typographic Mark
The logo mark was developed through a process of careful typographic refinement — adjusting letterforms, spacing, and proportion until the wordmark felt both distinctive and inevitable. The arch motif embedded in the letter 'A' references four of Fremantle's most iconic architectural landmarks, embedding the city's character into the brand without a word of explanation.
- Bespoke typographic mark — every letterform refined for visual unity and distinctiveness
- The arch motif embedded in the letter 'A' — referencing Fremantle Prison, the Markets, the Roundhouse, and the harbour
- A mark that communicates exploration and discovery — values that resonate equally with coffee culture and Fremantle's character
- Built to work at every scale — from espresso cup to packaging to digital applications
Coffee Pod Range Packaging
With the brand mark established, we translated the identity into packaging for the new coffee pod range. The design system needed to communicate premium quality at a glance, differentiate clearly between variants, and give the brand presence on shelf against established competitors. Every element — colour, typography, hierarchy — was crafted to do a specific job.
- Full packaging design system for the coffee pod range — consistent, scalable, and shelf-ready
- Variant differentiation through considered use of colour and typographic hierarchy
- Brand mark applied at its most impactful — packaging as the primary brand touchpoint at point of purchase
- Production-ready artwork delivered to print specifications
The Work
Three blends.
One cohesive identity.
What Was Delivered
Identity and packaging.
Built to last.
A hand-crafted wordmark with the arch of Fremantle's architectural heritage embedded in the letterforms — ownable, distinctive, and built to endure.
Full packaging design for the new pod range — premium presentation, clear variant differentiation, and shelf impact that communicates quality before a word is read.
Documentation to ensure the mark is applied consistently across every future touchpoint — digital, print, and physical.
All files delivered to commercial print specifications — ready for production without additional preparation or rework.
A brand with
a story in its bones.
The most effective brand identities don't explain their story — they embody it. For Fremantle Coffee Roasters, the connection to place lives in the letterforms themselves. Every application of the mark carries that story without a word of explanation needed.
- →A typographic mark that's immediately recognisable and impossible to replicate
- →Packaging that communicates premium quality at the point of purchase
- →A brand grounded in place — Fremantle's character expressed without cliché
- →An identity system built to scale as the business and product range grows
Bespoke typographic identity — built from the architecture and soul of Fremantle.
Fremantle landmarks that inspired the brand — Prison, Markets, Roundhouse, and harbour.
New coffee pod range taken to market with packaging designed to convert at the shelf.
"The best brand identities don't wear their story on their sleeve — they carry it in their bones. For Fremantle Coffee Roasters, that story is the arch."
Jarrod Greenwood — Founder & Director, Sixteen By Nine
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