Ground Theory

Ground Theory is the set of learnings that pilots must undertake in order to earn their licence. Patrick King, the owner of the brand, is a pilot and coffee roaster, living in rural British Columbia. Like flying, coffee production is an intricate science. The farming of beans require high elevation to produce a depth of flavour and roasting is a refined process; each step is measured and precise.

Elements of the branding take reference from the complexity of aviation, specifically the flight instruments. The pattern was inspired by an altitude indicator and the mono font typography mirrors that of the gps navigation.
Glasfurd & Walker

    Phoebe Glasfurd