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Work Brand identity Concepts Packaging

Self-initiated concept · fictional brand

Slow Hours

Roast level, read like a clock.

Problem
Coffee bags tend to bury the thing buyers compare first: how dark the roast is.
Solution
A clock dial on every bag: the hour hand moves from ten to two as the roast gets darker; origin and notes sit below.
Result
Three bag designs (front, back and gussets) and a roast scale you can read from across the shelf.

My role Self-initiated concept · identity, bag system

Slow Hours — Ethiopia · Light roast

Slow Hours Ethiopia · Light roast

3D model — original artwork Concept: 340 g stand-up bag, 140 × 220 mm with 80 mm gussets, matte film.

Self-initiated concept for a fictional Montréal roaster: three 340 g bags where a clock face shows how dark the roast is.

Three Slow Hours coffee bags lying front up on pale oak with coffee beans, a linen napkin and a cup of coffee. Studio composite: production artwork rendered in 3D at the scene's scale and light, laid on a generated top-down scene.Open full-size image
Studio composite — fictional brand in a generated setEthiopia, Colombia and Brazil

Part by part

Roast on a clock face

  1. A clock for the roast

    A clock for the roast

    A fictional Montréal roaster: the clock face shows how dark each roast is.

  2. The back

    The back

    A bilingual brew guide and a roasted-on box on the reverse of a 340 g matte bag.

  3. Gussets

    Gussets

    A 140 × 220 mm bag with 80 mm gussets.

  4. The base

    The base

    The bottom panel, printed as part of the same bag.

  5. Three roasts

    Three roasts

    Ethiopia light, Colombia medium and Brazil dark.

  6. Self-initiated concept

    Self-initiated concept

    A fictional brand, made to show the system thinking of the client work.

3D: the production artwork on the real dimensions

Identity

Colour, type and system

Slow Hours mark.
Slow Hours mark

Palette

Named colours of the concept

  • Roast #1D1712 RGB 29 23 18
  • Brazil #2F1D16 RGB 47 29 22
  • Colombia #1F4A39 RGB 31 74 57
  • Ethiopia #E0743A RGB 224 116 58
  • Mint #9AD9B0 RGB 154 217 176
  • Oat #EFE2CF RGB 239 226 207

Type

Slow Hours lettering in use.
three faces, three jobs

System

  • Slow Hours variant 1.
  • Slow Hours variant 2.
  • Slow Hours variant 3.
  • Slow Hours variant 4.

Concept specification · fictional brand

Brandbook

The system, board by board

Board: three Slow Hours bag fronts with origins and roast levels.Open full-size image
Presentation board — fictional brandThree bag fronts

The artwork

Designed in detail

Slow Hours Ethiopia · Light roast bag front (texture, concept).Open full-size image
Concept artwork — fictional brandEthiopia, light roast: front
Slow Hours Colombia · Medium roast bag front (texture, concept).Open full-size image
Concept artwork — fictional brandColombia, medium roast: front
Slow Hours Brazil · Dark roast bag front (texture, concept).Open full-size image
Concept artwork — fictional brandBrazil, dark roast: front
Slow Hours Ethiopia · Light roast bag back (texture, concept).Open full-size image
Concept artwork — fictional brandBack: brew guide and roast date

The range

3 variants, one system

Turn them in 3D
  • Slow Hours Ethiopia · Light roast Ethiopia · Light roast
  • Slow Hours Colombia · Medium roast Colombia · Medium roast
  • Slow Hours Brazil · Dark roast Brazil · Dark roast

In context

Three Slow Hours coffee bags, Ethiopia, Colombia and Brazil, on a cream set. Studio render, production artwork.Open full-size image
Concept render — fictional brandThree origins, three roasts
Slow Hours Ethiopia coffee bag standing on a cream set. Studio render, production artwork.Open full-size image
Concept render — fictional brandEthiopia, light roast
The Ethiopia bag in front, the Colombia bag behind out of focus. Concept render of a fictional brand.Open full-size image
Concept render — fictional brandLight roast: the hand at ten
Two Brazil bags, one showing the front and one the back with the brew guide. Concept render of a fictional brand.Open full-size image
Concept render — fictional brandFront and back of the dark roast
Three Slow Hours coffee bags in oat, green and brown on warm concrete with soft window light. Concept render of a fictional brand.Open full-size image
Concept render — fictional brandEthiopia, Colombia, Brazil
Three Slow Hours coffee bags on a kitchen counter in soft window light, a plant behind. Concept composite of a fictional brand.Open full-size image
Studio composite — fictional brand in a generated setMorning, on the kitchen counter

Campaign

A proposed direction

Slow Hours campaign direction: feed posts, stories and a typographic frame made from the project imagery. Proposed, not published.Open full-size image
Proposed campaign — fictional brandMorning, measured slowly: posts, stories and a typographic frame

By the numbers

origins
3
origins
roast levels on one dial
3
roast levels on one dial
languages
2
languages
Process & productionFull write-up, print specs, timeline, files, credits

Delivered

  • Three bag designs: front, back and gussets
  • Roast-level dial
  • Brew guide and roast-date panel

Built to print

Format
340 g stand-up bag, 140 × 220 mm, 80 mm gussets
Finish
Matte film with degassing valve
Type
Fraunces, Instrument Serif, Martian Mono
Back
Brew guide, roast-date box

Evidence

Design reading
Putting roast level on a clock face makes the most compared attribute readable from across the shelf.

Credits & notes

  • Fictional brand. Self-initiated concept, not a client project.
  • Studio composites — production artwork rendered in Blender on background plates generated with Magnific (Freepik) from text prompts, 2026
  • Studio sets — production artwork on the 3D models, rendered in Blender, 2026 (no generated imagery)
  • Flat lays — production artwork rendered in Blender on top-down scenes generated with Magnific (Freepik) from text prompts, 2026

In short

Roast level becomes the first thing you read on the shelf.

Next project Safran Nord Persian geometry, cut for a Montréal winter.

Contact

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