This project focuses on developing a distinct branding and packaging system for India-based coffee roasters, 24COFFEE. The objective was to create a cohesive, visually arresting brand identity that resonates with modern coffee consumers, communicates the complexity of each coffee's flavour profile, and positions 24COFFEE as a leader in the specialty coffee market. The design strategy involves using a non-linear, asymmetrical vertical logotype as the brand's primary identifier. The unconventional structure reflects the brand's modern and dynamic approach to coffee culture, standing out in a saturated market. The gradients are another key component, ranging from fruity to chocolatey tones. They highlight the tasting notes of each coffee estate, offering an intuitive, visual connection to the flavour experience. The clean, minimal and intentionally bare layouts ensure a focus on the gradients and the logo. The restrained design language emphasises sophistication, making the brand look premium and timeless.