Context Oxfam has been doing fairtrade coffee long before fairtrade became a label. But with a new generation of coffee drinkers in mind, there was an opportunity to make the Oxfam story feel fresher, bolder and more relevant.

Oxfam wanted to bring two things back together that don’t always go hand in hand: really good coffee and real positive change. Enter Roar — a new coffee line that turns an everyday ritual into a small act of rebellion.

Concept & design The new coffee line 'Roar' gives Oxfam’s activist spirit a new voice. Instead of talking about change from a distance, the new coffee packaging puts it right into your cup. Every sip becomes a small statement: against inequality, against corporate greed, and in favour of fairness.

Illustration At the heart of the visual language, the coffee bean became the hero. Powerful, bold illustrations give the coffee bean a voice in the fight against inequality. Hand-drawn lines and expressive gestures add a human, optimistic and slightly rebellious character to the packaging.

Colour palette & typography A bold palette of vivid colours and high contrasts bring an energetic and optimistic feel to the packaging. The typography is human and expressive, with the Roar wordmark taking centre stage. Its distinctive forms give the brand a strong presence, while the secondary Oxfam typeface (T-star) adds recognizability and clarity.

Result The new packaging for Roar Coffee by Oxfam makes Oxfam’s voice tangible again. A packaging line that feels contemporary, with clear sight of what Oxfam stands for.

The identity extends beyond the packaging into a physical coffee bar, creating one recognisable world where coffee, activism and community come together. Discover our work for the Roar Coffee Bar (COMING SOON) →