Crankset Coffee (Student Project)

Derrick Lin


Designer: Hans Slade
Project Type: Student Project
Instructors: Matthew Fernberger, Randi Hansen
Location: Minneapolis
Packaging Contents: Coffee
Packaging Substrate / Materials: Glass bottle, plastic
Printing Process: Digital printing

Crankset Coffee is a brand driven & influenced by the culture of cycling.

Crankset’s logo was crafted to integrate three graphic elements: a gear, a mug, and a C. Next, the logotype was set in Cubano, pairing well with both the logo’s geometric foundation as well as softer edges. The identity was further developed in packaging through pattern, color, & copy. The branding was executed with a trifecta of flavors of cold brew coffee.

The three roasts draw inspiration, character, and aesthetic from three disciplines of cycling: cross, mountain, & road. Geometric yet dynamic elements allow for cohesion as well as variation between roasts.

What’s Unique?
Crankset’s brand and packaging fully embrace the culture of cycling, cross–pollinating aesthetics, attitudes, & functionality.