Roast 66 is a local specialty coffee brand in Melbourne, that prides themselves in exceptional quality and service throughout. Their core values are rooted in a personal passion for coffee, family, and friends. With nearly two decades in the Australian coffee industry, they focus on delivering exceptional Specialty Grade Coffee Beans while ensuring a fun and memorable experience for customers. Their commitment is to surprise and delight customers throughout their coffee journey, emphasizing quality and personalized service.

Roast 66 Specialty Coffee Roasters wanted labels designed for their 8 unique roasts, that were minimal, but also captured the landscapes which each roast is labelled after in America’s famous Route 66. They wanted their branding to be colourful and fun, yet sophisticated and reflecting of the flavours in each roast.

The eight label designs for Roast 66 are inspired by iconic elements from Route 66, each representing a specific landmark, landscape, or object associated with the region. The designs maintain a minimalist approach while using consistent and vibrant colour palettes that correspond to the flavour profiles of the coffee - this create a cohesive visual identity that resonates with the brand’s values and commitment to exceptional quality and service. Drawing on the classic interstate signage style, each label captures a sense of nostalgia and adventure. Each label serves not only as a representation of the coffee but also as an invitation to embark on a delightful coffee journey.