Brand Design and Packaging for Flat Out Coffee Co.
Flat Out Coffee Co. is a specialty coffee brand based in Leeds, targeting the vibrant and adventurous mountain biking community in the North of England. Founded by two passionate riders who understand the value of great coffee before and after a ride, Flat Out aims to fuel adventures, energize trail sessions, and create a sense of community around shared experiences. The founders came to Kollektif with a clear vision and compelling story, but needed help translating that into a brand that could connect with their audience and stand out in an increasingly saturated market. They needed a brand identity, packaging, and positioning that captured both the high-octane energy of biking and the quality of their roasted coffee.
We worked closely with the founders to bring Flat Out Coffee Co. to life through a brand strategy grounded in purpose and personality:
- Brand Identity & Logo Design
- Created a bold, high-contrast logo that captures movement and momentum
- Developed a visual language that speaks to performance, grit, and community
- Typography & Brand Aesthetic
- Crafted a rugged yet modern typographic system that works well across print and digital
- Built a flexible design system inspired by outdoor gear and racing visuals
- Brand Positioning & Voice
- Helped define the brand story: coffee for riders, by riders
- Crafted tone of voice guidelines to speak directly to the biking community—casual, direct, and fuel-focused
- Packaging Design
- Designed custom coffee bean bags for their retail and online store
- Balanced functional packaging with storytelling and shelf appeal
- Flat Out Coffee Co. successfully launched with a fully developed brand system
- Packaging created strong early customer recognition and in-store interest
- The brand narrative resonated with local mountain biking communities, creating word-of-mouth momentum
- Flat Out is now positioned to scale both its retail presence and online store with a cohesive identity
Flat Out Coffee Co. is more than just another coffee brand—it's a passion project turned performance brand. By tapping into the identity of its founders and the lifestyle of its community, we helped build a brand that not only fuels adventures but also builds a movement. Kollektif is proud to have been part of the ride.
