Dark Side Roasters
2022 | Identity & Packaging
This identity and packaging redesign was done for a coffee roaster and shop called Dark Side. The shop is a high-quality coffee roaster in Cicero, Indiana. They pride themselves in the best simple ingredients and often show homage to the owner’s favorite movie franchise, Star Wars. The store uses subtle references back to the series. These references were considered in redesigning its logo and packaging, bringing more of those references to the forefront. Combining simple, high-quality, and Star Wars.
Identity
Food Truck
Since Dark Side Roaster started their coffee house business out of a food truck it was important to revamp their original truck to reflect what they have become as a company. Wanting to bring out more of the Star Wars theme in a sutble way using the Galactic Basic language used throughout the movies. That language was used to spell out different words and to create symbols that represent the food sold in the truck; bagels, muffins, coffee, sandwhichs, etc. The food symbols were used as a pattern to cover the entirety of the truck as well as one of their tagline “May the Caffeine be with you” on the side opposite of the food window.
Menu
Food Packaging
Two different menus were created for the Dark Side food truck as a way to reach all customers in line to order. There is a larger standing board that would be off to the side of the window for those who a little further back in the line. Another menu is placed on the side of the truck for those ordering at the window.
Food packaging for the items sold on the truck were essential. Different forms of packaging were chosen to best suit different food items. A paper wrapper was created for breakfast burritos and sandwiches while a paper bag was created for items such as cake pops and muffins. These packages along with a hot coffee cup have their respective food symbols on their surface. The coffee cup is a little different from the other with four different designs to add some variety between visitors and different times interacting with the truck. All designs on the cups are another nod back to the subtle Star Wars theme of the shop.
The Dark Side logo was recreated using fonts throughout the Star Wars franchise. Dark Side is a bolder font for emphasizing the darkness of the company's name and theming. Roasters are then vertically rotated to the side of Dark Side in a thinner font for contrast and visual interest. In one version of the logo, the Galactic Basic language is used to spell out coffee and baked goods. The language is used as a nod to Star Wars, calling out to all die-hard fans and some interesting mystery for those who don’t know the language.
