Pilot Coffee Roasters packaging exemplifies the brands core values of precision, innovation and quality. To support the customers decision at a shelf level, 2 distinctly different patterns were designed for the retail bags to differentiate 'Blends' from 'Single Origin' coffees, with each new coffee release also receiving its own bold unique colour. A comprehensive label template was developed that provided all critical information on each coffee (farm, producer, altitude, region + coffee varietal) as well as an italic font choice to add personality when reading the 3 tasting notes, and a sliding scale infographic that shows where the coffee sits from 'classic to adventurous'. All of these design details were carefully considered to help educate and aid the customers purchasing decision, providing an enjoyable interaction and seamless experience with the Pilot Coffee Roasters brand, from retail shelf to their shelf at home.
Michelle Wilkin RGD (Certified Senior Designer)
Pilot Coffee Roasters
Creative Director + Co-owner
January 30, 2019
50 Wagstaff Dr
Areas of SpecialtyBranding, Corporate Communications, Packaging
Other CapabilitiesInformation Design, Signage/Wayfinding, Typography
Company descriptionMichelle is a Co-owner and the Creative Director for Pilot Coffee Roasters, a specialty coffee roaster with seven bricks and mortar retail locations across Toronto + an online store. Along with their own branded locations they supply coffee for independent cafés across Canada and produce a range of Ready to Drink consumer goods products (Cold Brew coffee) that is distributed nationally.
Why am I an RGD?As a designer, yet owning a business that is outside of the design industry, it's important that I remain connected to the creative community. Being an active RGD member has provided me countless opportunities to meet like-minded design individuals and receive a constant flow of inspiration and information that has helped me grow our brand, and as a designer.
What is my most memorable RGD moment?Being inspired at the Design Thinkers 2018 conference, over and over again by so many incredible speakers. I'm looking forward to attending again this year and coming away with the same rush of creative energy and enthusiasm.
Why am I a designer?Design is a driving force and a key consideration in all facets of my life. I notice the details in everything (the good and the bad). Living a life through this lense opens your eyes to so many possibilities. Being able to improve the beauty in a simple task, message or moment in someones day is a priviledge and a thrill that never gets old.
Why should you hire me?I am not looking for any freelance or personal career opportunities.
Where do I see myself in 5 years?In the same position I am today, as the Creative Director of an exciting, growing + innovative brand with National reach and a loyal following.
Contributions to RGD in 2018RGD Student Awards Judge – 2019
RGD Mentor – 2019
RGD In-house Design Awards – Winner 'Award of Merit' – 2019