Packaging, brand identity and website for a specialty coffee brand.
Overview
Toscal is a specialty coffee roaster in the Canary Islands, built around one idea: excellent coffee without the pretension.
As one of the founders, I developed the brand’s identity, from logo and typography to packaging and graphic system. Specialty coffee often feels elitist, ultra clean and a little too serious. Toscal was designed to move in the opposite direction, and to make a small luxury feel like something for everyone.
The wordmark is hand drawn, deliberately imperfect and easy to connect to. It is paired with a monospaced typeface that brings in the technical side of roasting, “art meets precision” where the handwritten logo carries the soul and the type carries the craft. Packaging stays simple in black and white, with colourful stickers marking each origin, while handmade, torn-edge patterns give the brand its own recognisable frame instead of a fixed colour palette.
Toscal is confident but humble. Coffee that connects, surprises and doesn’t take itself too seriously.
TOSCAL COFFEE ROASTERS
2026
“The handwritten logo represents the soul and the mono type the precision.”
“Specialty coffee can feel too clean and elite. We wanted fun, connecting and different.”
