Eric Westerlind's Visual Portfolio
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Proper Grounds

Brand and identity and package design for Proper Grounds Coffee Roasters, who rebranded ultimately to Proper Coffee + Cocktails.

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 It seems a symbiotic relationship: at some point any designer worth their salt rebrands their hometown coffee shop.

It seems a symbiotic relationship: at some point any designer worth their salt rebrands their hometown coffee shop.

 Initially I was brought on for a few t-shirt designs.

Initially I was brought on for a few t-shirt designs.

 The bags then fell under critique.  We redesigned. 

The bags then fell under critique.

We redesigned. 

 I built the boxes out of white paper first. Then did the ink, the illustrations, the guide.

I built the boxes out of white paper first. Then did the ink, the illustrations, the guide.

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 This bled out into a colored label system;

This bled out into a colored label system;

 a shape-malleable brew-guide.

a shape-malleable brew-guide.

 Even humorous efforts at sample boxes .     Somewhere along the line, I became the unnamed creative director.  We took a loan and opened another shop with a chance for fresh ideals. 

Even humorous efforts at sample boxes.



Somewhere along the line, I became the unnamed creative director.

We took a loan and opened another shop with a chance for fresh ideals. 

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 We rebranded, drawing elements from the original identity through the transition.

We rebranded, drawing elements from the original identity through the transition.

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 As demand grew, box-production became cost-prohibitive.

As demand grew, box-production became cost-prohibitive.

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 We hashed out a subscription model for sharing different single-origin roasts.

We hashed out a subscription model for sharing different single-origin roasts.

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 And we're currently entertaining the notion of cold brew in a can.

And we're currently entertaining the notion of cold brew in a can.