Backstage Roasters: Crafting an Explorer's Visual Identity

04/07 — 2025

by abduzeedo

Explore the branding and visual identity for Backstage Roasters, inspired by travel and 1960s film posters. See how design tells their story.

Sometimes, a brand's initial identity, however charming, needs to evolve. That was the case for Backstage Roasters, a Lithuanian specialty coffee roastery known for its dedication to quality and discovery. Since opening in 2017, they focused intensely on sourcing and roasting exceptional coffee, traveling far and wide to find unique beans and build relationships with farmers.

Their early branding centered around Bakara, a founder's dog often seen in their cafes. While relatable, this single symbol struggled to convey the depth of their story – the exploration, the global connections, the intricate process behind each cup. As Backstage expanded, especially into digital spaces, they needed a more comprehensive branding system.

The Challenge: Beyond the Mascot

The core challenge was to create a visual identity that truly reflected Backstage's values: exploration, transparency, cultural immersion, and the journey of the coffee bean. They needed a way to communicate complex information – taste notes, origin, processing – clearly and engagingly, moving beyond the simple dog mascot. The identity had to work seamlessly across physical cafes, packaging, and online platforms.

The Solution: Branding as Storytelling

Design studio ANDSTUDIO stepped in to craft a new narrative. Inspired by Backstage's identity as "curious travelers," the designers looked to the adventurous spirit of 1960s film posters, particularly those featuring treasure seekers in new lands.

This concept translated into a distinct visual identity:

Earthy Color Palette: Reflecting the connection to origin and the natural process of coffee growing. You can see this in their packaging and digital assets.
Eclectic Typography: A mix of fonts is used strategically, much like vintage posters, to highlight key information like origin, roast, and tasting notes, making complex details easy to digest.
Poster-Like Layouts: Packaging and communication materials adopt layouts reminiscent of classic film posters, adding a layer of narrative.
Vintage Photography: Incorporated to enhance the sense of adventure and discovery.
Travel-Inspired Stickers: Ten unique stickers, each symbolizing a coffee origin with a distinct icon (like those seen in Image 5 and Image 14), act like passport stamps or travel souvenirs. These add a tactile, collectible element to the packaging (visible in Image 1, Image 2, Image 4, Image 7).
Stylized Logo: A simple, bold 'B' hints at the "backstage" – where the coffee magic happens – without being overly literal.

This new branding system tells a story. It speaks of adventure, the importance of relationships from farm to cup, and the dedication to uncovering the best coffee flavors. It moves beyond a simple logo to create an entire visual language that reflects the heart of Backstage Roasters. The result is an identity that feels authentic, informative, and invites customers into the journey.

This project showcases how thoughtful branding and visual identity work can capture the essence of a company, transforming its narrative from a simple symbol into a rich, engaging story told through color, type, and imagery.