Our design approach eschewed the overly minimal and clean aesthetic employed by coffee brands like Jot and Blue Bottle in favor of a rich language that is both heritage and maximalist. Drawing inspiration from legacy perfumers and candle makers like Cire Trudon and Diptique, Explorer’s visual identity language is composed of detailed illustrations, ornate embellishments, gilded print finishes, high-quality materials, imaginative mixed type treatments, and bespoke shapes in order to impart an old-world and highly-decorative look & feel.
The brand’s wordmark features a condensed and thin font that is brimming with character based on its sharp serifs. Despite the font’s decorative serifs, it remains legible when applied to countless different layouts across packaging, including smaller formats such as the brand’s mini 2oz bottles. Furthermore, the wordmark functions perfectly in tandem with the brand’s similarly sharp, expressive illustration style.
A gold foil and black pattern creates a border used as a primary element across the brand’s identity and packaging. A circular shape of this foil border frames the brand’s logo mark, which is created by isolating and intervening the middle stroke of the “E” from the wordmark.