Process is an independent specialty coffee roaster in Belfast founded by Ben Hamilton. After working in various coffee shops at different levels, Ben wanted to carve out new space in the industry where he could blend his passion for coffee and skateboarding. So, he asked Angel & Anchor to design their brand new visual identity.

The brand's foundation is built upon the belief that there's growth and joy found between the beginning and the end. Everyone starts somewhere and whether it's specialty coffee or not, all are invited to keep learning and progressing. Process celebrates that idea with an approach to coffee and business that is anti-exclusive and highly inclusive.

This spirit of continually trying, learning, and perfecting is not only found behind the espresso machine but also at the skatepark. Breaking boards in frustration or the elation of landing something 'first try' perfectly encapsulates the ups and downs that come with progress. Then, it made sense that the brand would be built around a low-fi 90s feel with a never-give-up attitude.

Memorable VHS touchpoints are used in new ways throughout the packaging design. The Pragmatica typeface provides that simple, default feel while supporting the broader vibrant expression. Playful icons and smiley face marks replace what would typically be a Kodak or Fuji on logo VHS tapes. And labels that would usually identify 'Jeffersons Christmas 94' are now used for the coffee region and varietal info. Every tape design reference is used in a new way to express the brand vibe or functionally provide product information.

The Process packaging has taken the coffee insta-sphere by storm. The initial novelty has progressed to a genuine coffee experience unlike any other. Insert, play and enjoy... remember to rewind when you're done.