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TOO GOOD Coffee Roastery

Crafting a brand that brews connection and adventure.
Services we Provided

Brand Identity

Messaging

Website Design & Dev

Packaging Design

Illustration

Industry

Food & Drink

Consumer Brands

A couple sits on large seaside rocks, drinking coffee together. The man wears a cap and grey shirt, the woman is wrapped in a patterned blanket, both holding mugs with the ocean behind them.

Background

The Challenge

The specialty coffee world is crowded with brands shouting “premium.” Most force drinkers into an unfair trade-off: quick and convenient but flat, or complex and connoisseur-level but inaccessible. For many, coffee became either watered-down routine or intimidating ritual.

Too Good Coffee set out to close that gap. Born in Vancouver, the brand needed to embody two distinct identities: the creative grit of East Van and the adventurous spirit of the North Shore. At the same time, it had to spotlight an innovative product: single-serve drip-bag coffee that delivers a café-level brew whether you’re at your desk or halfway up a mountain.

The challenge wasn’t simply to build another coffee label. It was to create a lifestyle brand—one that educated, inspired, and empowered people to find their perfect brew, while feeling modern, approachable, and unmistakably West Coast.

A copper gooseneck kettle, white coffee cup, and scattered beans sit beside a Too Good Coffee Roastery bag labeled “Espresso Blend” against a minimalist white background.
About Image
A standing pouch of Too Good Coffee Roastery’s Espresso Blend with a black-and-white illustration of a man holding coffee, placed against a beige background.
A cube-shaped box of Too Good Coffee Roastery’s Espresso Blend sits on a dark background, featuring bold typography and a minimalist illustration of a man holding a steaming cup.
Our Approach

01. Our Insight

Most people don’t know why they like the coffee they like. They just know when it tastes good. That gap, between what people drink and what they could be drinking, was our opening.

We uncovered that Too Good Coffee wasn’t just selling coffee. It was selling confidence for coffee lovers, whether they were weekend hikers, office professionals, or seasoned connoisseurs. By leaning into the founders’ passion and expertise—the self-proclaimed “coffee nerds”—we could reframe the brand as both a guide and companion.

Our insight: Coffee isn’t just about taste. It’s about lifestyle, identity, and the moments it fuels. Too Good Coffee needed to become the bridge between personalization, adventure, and expertise.

A black Too Good Coffee Roastery mug sits beside branded coffee packaging for Ethiopia Guji Adola and Ethiopia Sidamo, with a kraft shipping box in the background.
A roll of Too Good Coffee Roastery branded tape in black lettering on white, unrolled across a concrete surface in a cross pattern.
A Too Good Coffee Roastery Brazil Cerrado coffee box displayed outdoors on a bed of river stones, featuring the illustrated packaging design.

02. Brand Transformation

Brand Positioning

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We positioned Too Good Coffee as the brand for people chasing their perfect cup, anywhere life takes them. Not another artisanal coffee that intimidates. Not another convenience brand that compromises. Instead: quality, convenience, and personalization in one.

Messaging centered around three pillars:

  • Expertise & Guidance – founded by coffee nerds who make education fun and approachable.

  • Quality & Convenience – premium roasts without compromise, even on the go.

  • Connection & Adventure – coffee as a catalyst for stories, moments, and exploration.

Identity System

Visually, we built a brand that was modern, minimal, and clean, layered with textures and colors inspired by Vancouver’s forests, mountains, and coastline. Packaging became a sleek canvas: black and white with earthy accents, balanced by outdoorsy photography that spoke to adventure and lifestyle.

A custom illustration of the founder became a signature brand element: a playful, guiding presence that tied the brand’s education-first ethos to its adventurous soul.

Website & Packaging

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The website was designed as a personalized journey. Educational, clear, and approachable, helping customers “discover their signature brew.” Packaging followed suit: bold, minimal, and versatile enough to stand out on shelves while feeling premium in hand.

Multiple white smartphones displaying Too Good Coffee Roastery Instagram feed and stories, showcasing coffee products, branding, and lifestyle imagery.
About Image
About Image
A collection of Too Good Coffee Roastery boxes, including Espresso Blend and Ethiopia Sidamo, arranged on a light surface alongside flat coffee sachets.

03. Brand Application

Website Experience

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We designed Too Good Coffee’s digital home to feel like a conversation with a knowledgeable but laid-back guide. Visitors could explore coffee origins, brewing tips, and product details without ever feeling overwhelmed. Every touchpoint reinforced the promise: this is coffee made for you.

Packaging Design

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Clean lines, bold typography, and earthy tones created packaging that felt equally at home in a hip East Van café or pulled from a backpack on a North Shore trail. Each product label tied back to the brand’s identity system with adaptable color accents and iconography.

Lifestyle & Product Photography

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We balanced crisp, minimal studio shots with lifestyle photography shot outdoors. Hikes, camping, cozy weekends, that reflected the real-world use case of the drip-bag innovation. The result: a visual language that made premium coffee feel as natural on a trail as it did in your office lunch box.

Illustration & Storytelling

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The founder illustration anchored the brand’s storytelling, appearing across packaging, social media, and educational content. This character became the “coffee nerd guide,” embodying Too Good’s mission to educate, personalize, and connect.

Overhead view of three friends sitting around a rustic wooden coffee table playing Scrabble, with Too Good Coffee Roastery packets and mugs on the table.
Close-up of a person in a cozy knit sweater holding a white Too Good Coffee Roastery sachet outdoors, with greenery in the background.
Close-up of a hand holding a black Too Good Coffee Roastery mug filled with drip coffee filters, with a blurred outdoor background.
About Image
About Image
About Image
“The Branded Agency transformed our vision into a captivating brand identity. From designing an eye-catching logo to selecting the perfect color palette, their creative team captured the essence of our coffee and its unique story. Their insights into the market trends and consumer behavior have already shown remarkable results in terms of engagement and sales.”
- Steve Chen Founder, Too Good Coffee

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Featured Case Studies

Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.
Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.
Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.
Two stacked Glass Lewis reports with bold circular graphics in blue and orange on the covers, emphasizing the brand’s modern design.
Glass Lewis
Modernizing the proxy industry’s most trusted name.
Large outdoor posters for Eyecart showcase skincare and eye care products. Smiling models hold bottles and apply products, paired with clean typography and soft, neutral backgrounds. A passerby walks in front of the display.
Eyecart
Making clinical eye care feel like self-care.
Repeating pattern of Acknowledge amber dropper bottles with white labels featuring hemp extract products like Sour Suver Haze and Forbidden V.
Acknowledge
We scaled a category disruptor by telling the story behind the source.
Smartphone screen displays Dr. Tung’s promotional ad with headline “Make the Switch” and a smiling model holding an oral care product. The phone rests on a textured blue surface.
DrTung’s
From a natural oral care niche to an e-commerce powerhouse.
Three illuminated posters in a dark hallway. Left: orange with text ‘Powering Electric Mobility’ and Paren logo. Center: purple with waves and ‘Electric Future.’ Right: pink geometric pattern with ‘EV Technology’ and Paren logo.
Paren
Igniting real change with data and technology.