Branding by Paper Plane Coffee Co.

Paper Plane Coffee Co. was founded in Brooklyn in 2015 and quickly became a beloved coffee destination. The brand relocated to Montclair, NJ, in 2019 and expanded to open a coffee brewery producing specialty craft coffee products, which are shipped to stores nationwide. In my opinion, the branding of Paper Plane Coffee Co. stands out from the average coffee shop due to its consistency, quality, and quantity. The identity system can be seen in just about every touchpoint. In addition, storytelling is at the center of Paper Plane's branding, starting with the name. Paper Plane is a reference to its farm in Carton, Colombia, which, due to its growing eucalyptus for the national paper company, has the nickname, the Paper Plains.

Branding Highlights

Storytelling

Experience

Innovation

Products

Merch

Paper Plane Coffee Co.'s flagship store has made a significant impact in its community, winning multiple awards over the years and establishing itself as a welcoming space for people to work, meet, and socialize. The shop maximizes its space to create unique storytelling experiences that can only be found there. The establishment embraces a plane theme, evident in the vintage boarding sign on the wall and in the seating area featuring real airplane seats and windows.

I have always believed that constant innovation is a hallmark of a great brand. In addition to the signature coffee drinks available at the flagship location, the brand has introduced several original products, including coffee soap, coffee soda, and specialty cold brews.

The number of ways people can experience the brand is truly impressive. Paper Plane Coffee Co. has its own farms and brewery, making it simple to produce products for people to enjoy at home. You don't have to visit their store to experience the wide variety of coffees they offer. Their award-winning products are available at several stores or for online ordering.

And, their merch too.

As third spaces disappear across the country, Paper Plane Coffee Co. has shown its commitment to remaining a local institution. I began my design career working out of a coffee shop (which will remain nameless), so I can understand the value this brand brings to its customers. This is a brand that will endure because it prioritizes authentic connections with its customers, partners, and community.