Brand Identity & Packaging
Fly on the Wall
The brief
Raw, observational identity built to scale
This Dublin coffee brand needed to ditch polished corporate aesthetics for something raw and observational. The challenge was scaling from an intimate flagship to a national presence without losing that "unedited" soul—an identity that feels like it was sketched by someone watching the world from a corner table.
Deliverables
Full brand identity
Packaging
Website
Social media
Menus & Collateral
Role & Collaboration
Creative Direction
I championed an "unedited" design language, stripping back the corporate polish to create a tactile, lifestyle-led character.
Stylistic Innovation
I developed the hand-drawn indigo sketch aesthetic, ensuring every brand asset feels observational and authentic.
Execution
I oversaw the end-to-end delivery of a versatile identity system that scales seamlessly from shopfronts to national retail packaging.
