Good coffee. Fresh air.

Roam brings together two simple pleasures: good coffee and time outdoors. Conceived as a mobile café for the Lake District, it needed an identity that would feel at home beside a woodland trail, at the foot of a fell or by the water. The brand concept connects the freedom of exploring the Lakes with a café that travels between locations, with the identity developed across a van, takeaway cups, packaging, menus and clothing.

A mark made to roam.

The logo combines a coffee bean with a winding path that forms an abstract R, bringing coffee, movement and discovery into one compact mark. The wider identity draws on topographic maps and the textures of the landscape, with forest green, warm oat, moss, lake blue and rust reflecting the changing colours of the Lakes. Textured typography and illustrations add a tactile quality, creating a welcoming identity with a clear connection to its setting.

Made for the journey.

The applications explore how Roam could become a familiar part of a day outdoors. The van acts as the main point of discovery and a meeting place for people setting off, returning from a walk or passing through, while cups, packaging and clothing carry the identity beyond each stop. Together, they demonstrate how the brand can adapt across different materials and scales while remaining recognisable wherever it travels.