Design Inclusivity Award Finalists

Element Coffee Ltd

Design Inclusivity Award Finalist

The coffee industry can sometimes feel isolating, especially for those who don’t fit neatly into a specific category. After working in the industry for over 14 years, I noticed that most roasters tended to prioritize either information or aesthetics. I always believed that one should not have to be sacrificed for the sake of the other.

As someone on the spectrum, I often felt overwhelmed by the sheer amount of information available, or, at times, frustrated by the lack of any at all. With this in mind, the packaging we created, designed by my wife aims to strike a balance. It’s approachable, fun, and still provides valuable information about the farms and crops for those who want to learn more.

As a small-batch roaster, our goal has always been to build a broader sense of community through a product that everyone can connect with. Each element of our coffee reflects its flavor profile – Water is fruit forward, Air is delicate and floral, Earth is traditional and nutty, and Fire is spiced and boozy.

Once a customer tries our coffee and chooses their favorite Element, they can trust that, whether it’s two months, six months, or even two years later, the profile will remain consistent. This approach has allowed us to truly diversify our audience and create a community that includes a wide range of coffee lovers.

No matter their level of knowledge or expertise, our customers feel comfortable and safe with our coffee. There’s an Element for everyone and anyone :)