by Theresa Christine Johnson on 08/17/2016 | 2 Minute Read
“Luft” translates to “air” in German, Swedish, and Danish, and for Luft Coffee roasters, it’s quite fitting. They follow a Scandinavian style of light roasting and they utilize a clean design aesthetic, allowing their product to create a true coffee experience. Their small-batch roasts are given the utmost care and attention, from focusing on the plant variety, region, climate, processing technique, roasting, and extraction. With a deep love for coffee, they strive to provide delicious coffee roasted right in Brooklyn.
Luft roasts in Brooklyn but doesn’t yet have a storefront. For now, you can buy their coffee online or at select spots in New York, like Marlow & Sons and The Lot Radio.
Because they’re currently not a brick-and-mortar coffee shop, their packaging needs to be instantly eye-catching while still true the brand’s values. Coffee beans come in crisp white packages with a convenient zip seal to keep the coffee fresh. Luft is displayed in a light, airy way, written with only the outline to the letters. Instead of dark colors that we often associate with coffee brands, Luft keeps things bright with pastels and the colors of the rainbow. The look is striking and recognizable while reflecting the roasting process.
Country: United States
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