---
title: "Contemporary Brand Identity for Prospect Coffee Roasting"
url: https://stacklist.com/card/b683a0eb-52a6-470f-8fb3-e336fdaf5efd
source_url: "https://thedsgnblog.com/Contemporary-Brand-Identity-for-Prospect-Coffee-Roasting-Company-by"
stack: https://stacklist.com/c/food/stack/ebfb5832-0613-40e1-9bb5-d16b3f44b0a5
summary: "Prospect Coffee Roasting Company, a specialty coffee roaster founded in 2014 by brothers Blake and Derek Ulrich in Ventura, California, received a contemporary brand identity designed by studio Alter. The identity draws on American typographic branding traditions, featuring Marr Sans by Commercial Type across packaging and loose illustrations evoking the Californian coffee experience."
tags: "branding, coffee, brand-identity, typography, packaging-design, graphic-design, california"
key_entities: "Prospect Coffee Roasting Company (organization), Alter (organization), Blake Ulrich (person), Derek Ulrich (person), Ventura, California (location), Marr Sans (technology), Commercial Type (organization), Jesse Carmody (person), Mark Lobo (person), The Design Blog (organization), American typographic branding (concept)"
classification: "reference"
content_hash: "sha256:c267eb8633212d173accef0e38e6e20798ee7eb21c448a19adbdddc311a27202"
acp_version: "0.2"
token_counts_approximate: 742
visibility: public
agent_accessible: true
status: "final"
---

# Contemporary Brand Identity for Prospect Coffee Roasting

"> ︎ TDB THE DESIGN BLOG Home               Archive               Creatives               Resources             About             Support             Shop   Submit Work BRANDING Contemporary Brand Identity for Prospect Coffee Roasting Company by Alter Prospect is a specialty coffee roasting and retail company started in 2014 by brothers Blake and Derek Ulrich in Ventura, California. The identity Alter created for Prospect drew inspiration from the great legacy of American typographic branding. They were looking for a contemporary execution with an underlying sense of familiarity and character.   Marr Sans by Commercial Type provided the perfect fit and works beautifully across a series of packages, each designed in a single size and weight. To add dimension and tone Alter worked up a series of loose illustrations that eventually became a relaxed and welcoming thread throughout. They’re a kind of riff on how they imagine the Californian coffee experience. Pretty chill and super friendly. CREDITS Design: Alter Photography: Jesse Carmody, Mark Lobo Copyright @ Alter ABOUT ALTER Alter is a design studio making change that inspires curiosity, desire, and builds structure and strategy. Alter’s work spans Architecture, Art, Education, Government, Construction, Hospitality, Music and Retail. And many things that fall in between. They are a collaborative, flexible and responsive creative partner. Discover more All Articles BRANDING Brand Identity for Superorganism Biodiversity Venture Fund by Goodside ART Now You See Me Art Installation by Wade and Leta RECOMMENDED 8 Summer Reads for Creative Inspiration by The Design Blog The Design Blog We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital and web experiences. Browse Home Archive Creatives Resources Shop About Information Advertising Submit Work Terms & Cookies Privacy Policy Follow us Instagram Pinterest Facebook Twitter Linkedin Newsletter More awesome inspiration, delivered directly to your inbox. Subscribe now ︎︎︎ The Design Blog We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital, and web experiences. Browse Home Archive Creatives Resources Shop About Information Advertising Submit Work Terms & Cookies Privacy Policy Follow us Instagram Pinterest Facebook Twitter Linkedin Newsletter More awesome inspiration, delivered directly to your inbox. Subscribe now ︎︎︎ © The Design Blog 2025  All images copyright to their respective owners. Old Site Curated, Designed & Buillt by  ONNO