Born from the quiet introspection of the COVID-19 lockdown, First Crack Specialty Roasters began as a founder's heartfelt passion project. Driven by a love for the craft, she started meticulously roasting small batches of coffee at home, sharing her creations with a growing circle of friends and neighbours who appreciated the nuanced flavours. As this burgeoning community grew, the initial need was simple: a logo and a basic identity to put a name to the passion. However, it quickly became apparent that a mere symbol couldn't convey the dedication, the story, and the sensory experience of the coffee. This simple request organically evolved into a complete branding exercise, crafting a comprehensive identity and different variety of packaging and event design that would fully articulate the heart, soul, and artisanal quality poured into every roast.