A self-confessed socially-minded coffee snob, Whitney is a small business powerhouse. After meeting a few times at various events and bonding over our respective social enterprise dreams, Whitney brought me onboard to help take her crowdfunded coffee project to the next level.

We started by refining the cute but impractical logo into a strong brand mark with multiple formats. Then, using Whitney’s incredible photography collection as inspiration, we developed a comprehensive brand style including colours, typography, photography, graphic elements and tone of voice.

 Old logo vs. new brandmark – refined illustration and stronger typography

Old logo vs. new brandmark – refined illustration and stronger typography


Once we’d developed a strong base, I went on to create business cards, customer and corporate flyers, cafe tasting cards, and most importantly packaging.

I designed multiple iterations of the packaging before we landed on the right balance of style, content, and shelf-pop! Creating a label that suited multiple bag sizes was really important to reduce excess cost and fuss, so I incorporated the use of a stamp to include roasting details and weight.

Tonielle has been fabulous to work with! She is a designer who really values powerful communication and making a difference in the world – two very important things. She has been awesome at converting my crazy ideas into a beautiful reality and, for that, I will be forever grateful!
— Whitney Stacey, Founder & Director

Check out Monochrome Coffee Co. products and the incredible work they do in Tanzania by visiting,