Identity · v1.0 · October 2026

Furrowlinebrand guide.

The whole identity on one sheet: the furrowed bean and its spacing, twelve colours and four coffees, a three-family type system, the packaging and how we sound. Notes for each part follow below.

Read the notes See it in use

Brand guidelines

Furrowline Coffee Roasters

Identity systemv1.0October 2026

(01) Logo

Furrowed bean · outlined Fraunces wordmark

Primary lockup

Clear space x = cap height

16 px min

120 px min

Smallest lockup

Reversed · peach mark

Stacked · one colour

(02) Colour

Contrast with the swatch's own ink

Espresso

#241913

Ink, dark surfaces

AAA 14.6:1

Parchment

#F4ECDF

Page and paper

AAA 14.6:1

Clay

#A4472A

Accent, the mark

AA 5.6:1

Moss

#4B5A32

Success, subscriptions

AA 6.4:1

Loam#3A2A20

Bark#5C4A3C

Oat#E9DDC8

Linen#FBF7F0

Clay deep#8E3A20

Peach#EFA47A

Ochre#C88A2E

Mist#C9B9A3

Signature coffees · one colour per bag

N° 01First Light#F0B48F

N° 02Honey Ridge#B4412F

N° 03Highland Almanac#DB8A35

N° 04Deep Field#3B1C22

(03) Type

Fraunces Italic: Display · 40–184 px
Instrument Sans: Text & UI · 13–21 px
DM Mono: Labels · 12 px · +0.14em

(04) Packaging

The signature four

(05) Pattern

Contour

Furrow

(06) Voice

Plain-spoken, specific, warm.

HeadlineFollow the line from farm to cup.
ProductJasmine, bergamot and white peach from the Guji highlands.
ProcessEvery batch is roasted by hand, by ear and by smell, twice a week.

Short sentences, real numbers. No hype words, no exclamation marks.

(01)Logo

The furrowedbean.

A coffee bean ploughed with four S-shaped furrows, next to a wordmark cut from Fraunces and outlined, so the logo never depends on a font being installed.

Primary lockup. The default on light grounds.

Reversed. On espresso and over photography.

Stacked, one colour. Packaging, signage and square formats.

The mark alone. Favicon, stamps and small spaces; 16 px at the smallest.

Clear space: Keep the cap height of the wordmark (x) clear on every side of any lockup.
Minimum size: Mark 16 px. Horizontal lockup 120 px wide; below that, drop the descriptor and use the compact lockup.
Colour: Clay mark and espresso type on light grounds. Peach mark and parchment type on espresso and photographs. One colour anywhere else.
Don't: Recolour it outside the palette, stretch it, add effects, or set the wordmark in live type.

(02)Colour

Twelve colours,four coffees.

Earth tones from the roastery floor: espresso ink on parchment, clay for the one thing to press, moss for anything that went well. Every text pairing passes WCAG AA.

Espresso#241913
Ink: text, dark surfaces, footer
Parchment text 14.6:1 AAA
Loam#3A2A20
Deep surface
Parchment text 11.7:1 AAA
Bark#5C4A3C
Secondary text on light
Parchment text 7.2:1 AAA
Parchment#F4ECDF
Page background
Espresso text 14.6:1 AAA
Linen#FBF7F0
Raised surfaces: cards, drawer, inputs
Espresso text 16.1:1 AAA
Oat#E9DDC8
Alternate section background
Espresso text 12.8:1 AAA
Clay#A4472A
Primary accent, calls to action, the mark
Linen text 5.6:1 AA
Clay deep#8E3A20
Hover and pressed clay
Linen text 7.1:1 AAA
Peach#EFA47A
Accent on dark surfaces
Espresso text 8.4:1 AAA
Moss#4B5A32
Secondary accent, success
Parchment text 6.4:1 AA
Ochre#C88A2E
Highlights, badges
Espresso text 5.8:1 AA
Mist#C9B9A3
Secondary text on dark
Espresso text 9.0:1 AAA

Signature coffees · bag and stage

N° 01First Light
Bag #F0B48F · Stage #EFC3A4
Label ink 9.5:1 · AAA
N° 02Honey Ridge
Bag #B4412F · Stage #9E3A2A
Label ink 5.0:1 · AA
N° 03Highland Almanac
Bag #DB8A35 · Stage #D9963F
Label ink 6.3:1 · AA
N° 04Deep Field
Bag #3B1C22 · Stage #2B1418
Label ink 13.0:1 · AAA

(03)Type

Three families,one voice.

An oversized, soft serif for the moments that matter, a plain sans for reading and doing, and a mono for the labels a roaster would stencil on a sack.

Display · 40 – 184 px

Fraunces

Headlines, product names, prices in big moments. Optical size on, soft. Italic for the one word that matters.

Follow the line from farm to cup.

Text & UI · 13 – 21 px

Instrument Sans

Body copy, buttons, forms and navigation. Short lines, generous leading.

Seasonal coffee from twelve partner farms, roasted twice a week and at your door two days later. Every bag says where it grew, who grew it and the day we roasted it.

Labels · 12 px

DM Mono

Eyebrows, numbering, coordinates and meta lines. Uppercase, tracked +0.14em.

N° 01 · Guji, Ethiopia1,950 – 2,200 m · WashedRoasted Tuesday · Batch 15 kg

Scale, in px

(04)Packaging

One pouch,four landscapes.

Every coffee gets its own colour and a small landscape inside the same arch: terraces at sunrise for Guji, honey-lit ridges for Huila, a raked patio for Huehuetenango, a ploughed night field for the house blend.

First Light
Guji, Ethiopia · Light roast
Honey Ridge
Huila, Colombia · Medium roast
Highland Almanac
Huehuetenango, Guatemala · Medium roast
Deep Field
House blend · Medium-dark roast

01Crimped seal with tear notches and a one-way valve.
02An arched window onto the landscape the coffee grew in.
03Name in Fraunces, origin and process in DM Mono.
04Tasting notes in italic and a four-bar roast scale.

(05)Pattern and stamp

Contourand furrow.

Two patterns drawn from the land: topographic rings for the hills the farms sit on, and furrow rows for the plough. Both are quiet backdrops, never the main event. The roast stamp signs off packaging and photos.

Contour. Rings at 1 px, one colour, cropped off the edge.

Furrow. Rows converging on a horizon, 1 to 1.5 px.

Roast stamp. Turns slowly where motion is welcome.

(06)Voice

Plain-spoken,specific,warm.

We talk like the people at the roaster: about farms, weather, roast days and what is in the cup.

01
Short sentences. Real numbers.
02
Farms, weather, roast days and what's in the cup.
03
No hype words, no exclamation marks.

HeadlineFollow the line from farm to cup.
ProductJasmine, bergamot and white peach from the Guji highlands.
ProcessEvery batch is roasted by hand, by ear and by smell, twice a week.
Empty cartNothing in the hopper yet. Start with a signature coffee, or let three quick questions pick one for you.
Form errorThat doesn't look like an email address. Check for a missing @ or dot.
SuccessYou're on the list. The first letter goes out on the next roast day.

See it on a cup, a pouch and the sign.

Open the brand board Shop the coffee