Pablo & Rusty’s is an award-winning, small-batch coffee roaster based in Sydney, Australia. The company has a strong culture, both passionate about sustainability and in constant pursuit of perfection. Pablo & Rusty’s approached Manual to rebrand the company and better reflect the values they’d developed over the past decade. An immersion into the brand began with a brief research trip to Sydney to learn more about local coffee culture and experience Pablo & Rusty’s retail locations. Manual then created a complete brand identity, and applied it to key retail and packaging elements. The firm began by taking inspiration from the business—the humble coffee sack and its traditional stencil typography—and reinterpreted this as modern, sophisticated, custom-drawn logotype. Customers and staff referred to the company as “P&R” for short, so Manual recommended building on that brand recognition and created a monogram that would work at small sizes. This duality in naming and branding provided the backbone for all print, packaging and retail design elements. The simple use of typography and restrained color palette provided the appropriate level of design sophistication, and allowed the cafe experience—and coffee—to remain the focus.