Treasured Grounds Branding Project

Brand identity for a coffee brand that blends tabletop gaming, adventure, and storytelling - complete with a surprise D20 in every bag.

Overview:

Design Goals:

Treasured Grounds is a coffee brand inspired by tabletop games and the shared storytelling that happens around the table. Each package includes a surprise D20, showcasing the spirit of discovery and mystery that defines the tabletop experience. The brand identity was designed to capture the sense of exploration and mystery found in fantasy adventures.

Capture a sense of adventure and discovery
Appeal to the tabletop gaming community without relying too heavily on obvious RPG symbols or shapes
Avoid leaning too heavily into pirate or treasure tropes, instead emphasizing exploration and wonder
Develop a brand system that works across coffee packaging, social media, and websites.

Design Solution:

The identity for Treasured Grounds draws inspiration from vintage exploration imagery, star charts, and the treasure-keeping nature of ravens in old legends. The goal was to create a brand that feels both mysterious and welcoming, with a sense of adventure just over the horizon.
Rather than relying heavily on the D20 shape or overt tabletop symbols, the design focuses on subtler references to discovery and mythology. Rich colors, textured typography, and bright accent details create a brand that feels both mysterious and adventurous, inviting customers to see each purchase as a small treasure waiting to be discovered.

Logo Suite

Color Palette

Initial Sketches

Early concepts explored several visual directions tied to themes of discovery, storytelling, and treasured objects. Initial ideas included sailor's cartographer’s tools and star charts, keys tied to hidden treasures, magpies as gatherers of shiny objects, and a whimsical coffee pot entwined with coffee plants inspired by storybook imagery. These explorations helped establish the broader tone of adventure and curiosity that would shape the brand.

Later concepts began to focus on the symbolism of ravens in old legends as keepers of knowledge and collectors of meaningful objects. This direction ultimately became the foundation for the final mark, combining the sense of myth, exploration, and discovery at the heart of the Treasured Grounds brand.

"Sarah took our vague brand ideas and brought them to life with incredibly clever designs! She was so thoughtful in her approach to present various design paths, it was hard to choose just one. Communication and timelines were both seamless, and we are so happy with our final brand package. 10/10 recommend!!"

-Hayley & Greg, Treasured Grounds