5. 01 INTRODUCTION / WHAT IS TRAMWAYS?
We’ve always believed a good cup of coffee can be made
a hundred different ways. So we threw out the rulebooks,
the jargon and the jazz; took everything we loved about
specialty coffee and made it easy for you to enjoy, at your
own pace.
With Tramways, each cup is a path to a moment, a mood,
a memory of your choice—a promise to transport you
wherever you’d like to go. Come experience this journey
with us, as we bring to you coffees from across India that
are ethically sourced, direct from the farmers & roasted
with the care and precision every coffee deserves!
We aren’t here to preach one way to brew your coffee,
instead, we want to make this journey yours, so that you
can brew to pause & pause to brew!
WHAT IS TRAMWAYS COFFEE?
01
INTRODUCTION
/
WHAT
IS
TRAMWAYS
6. 01 INTRODUCTION / BRAND STORY
Tramways is what happens when two coffee-loving introverts collide.
In 2019, Sonali and Devansh were on two wildly different paths, but only
a few cups away from discovering their common love for coffee (and
each other). She was dodging arranged marriage proposals, and he was
mulling over his next career move. But the universe had its own plans
for them.
Sonali soon started her own specialty coffee shop Potboiler, and
Devansh started drinking his coffee there— before eventually getting
behind the counter as a part-time barista.
Over a hundred cups and conversations, they realised they both enjoyed
coffee two entirely different ways. They also realised third-wave coffee
had become prescriptive, and intimidating.
So while coffee and love quietly brewed between them, so did a shared
dream.
Firm believers that coffee is meant to be savoured however you like—
they started Tramways: a line of transportive brews that let you enjoy
coffee at your own pace.
BREWING LOVE AND COFFEE
01
INTRODUCTION
/
BRAND
STORY
8. 01
INTRODUCTION
/
ARCHETYPE
Goal: To do something new and
exciting, to explore and discover
Traits: Original, Takes risks,
Unique, Self-discovery
Drawback: Takes unnecessary
or impractical risks
Marketing Niche: Encourages
to try new things and be bold
THE
EXPLORER
10. 02
LOGO,
SYMBOL
&
TAGLINE
The brand bears a sans serif,
geometric wordmark that’s kerned to
support the illustrations wrapping in
and around the characters.
The text is kept left aligned in tandem
to the illustrations and should remain
so across other applications as well.
LOGO
11. TYPES OF LOGOS
The logos will be used in different
ways and sizes.
When to use:
Print: 3.5 x 1 in
Web: 300 px
Wordmark Symbol
When to use:
Print: Below 1/2 in
Web: 100-200 px
02
LOGO,
SYMBOL
&
TAGLINE
12. LOGO CLEAR SPACE
O
02
LOGO,
SYMBOL
&
TAGLINE
To ensure the right amount of breathing
space around the logo, the following
process should be applied:
Step 1
Pick the letter ‘O’
Let this be x.
Step 3
Use x as a measure from all sides to
demarcate the minimum space required
at all times.
x
x
1
2
14. 02
LOGO,
SYMBOL
&
TAGLINE
Avoid the examples mentioned at
all times:
Don’t change the colour of the
logo to any other colour other
than the designated black
Don’t change the
orientation of the logo
Don’t add stroke to the logo
Don’t tweak the logo
or distort it in any way
USAGE:
UNSUCCESSFUL
LOGO EXAMPLES
1 2
3 4
15. 02
LOGO,
SYMBOL
&
TAGLINE
The hook of the brand consists of a
cyclic phrase that manages to
capture the essence of the brand.
It can be spotted across many
applications, primarily on the FOP as
a star sticker.
TAGLINE
17. This palette comprises of the two
primary colours used for packaging of
origins and blends respectively.
It also includes the colours used for
stickers that further indicate and help
the user identify the flavour and method
of brewing when purchasing the coffee.
Brand Colours
BRAND COLOUR
PALETTE
03
COLOURS
&
TYPOGRAPHY
Flavours
HEX: FED925
RGB: 254, 217
, 37
CMYK: 2, 12, 94, 0
HEX: 6DBF54
RGB: 109, 191, 84
CMYK: 61, 0, 90, 0
HEX: F27C9E
RGB: 242, 124, 158
CMYK: 0, 65, 14, 0
HEX: 45C4D8
RGB: 69, 196, 216
CMYK: 63, 0, 15, 0
HEX: FFDA00
RGB: 255, 218, 0
CMYK: 2, 11, 100, 0
HEX: CCA1DD
RGB: 204, 161, 221
CMYK: 20, 39, 0, 0
HEX: 000000
RGB: 0, 0, 0
CMYK: 91, 79, 62, 97
HEX: F5F4F2
RGB: 245, 244, 242
CMYK: 5, 4, 6, 0
HEX: F47C46
RGB: 244, 124, 70
CMYK: 0, 64, 79, 0
HEX: 3CB4E5
RGB: 60, 180, 229
CMYK: 65, 10, 1, 0
PANTONE 298 C
PANTONE 115 C
18. The two palettes used for stickers are
used in contrast with the base colours
used for packaging.
The palette with cool colours is paired
with a warm base while the palette with
warm colours is paired with a cool base.
Yellow x Cool Blue x Warm
PAIRING
03
COLOURS
&
TYPOGRAPHY
19. The brand uses different typefaces to
define a vsiual hierarachy across the
packaging.
Usage: Logotype
Usage: Stickers
Uppercase: Name of The Flavour (Bold)
Lowercase: Body Text (Medium)
TYPEFACES
ALL ROUND
GOTHIC
BASIC GOTHIC PRO
Basic Gothic Pro
03
COLOURS
&
TYPOGRAPHY
1
2
20. The colours and typefaces combined
form the base of the packaging,
used across the packaging line in
different ways.
Set at bold, it’s kerned to support
the illustrations wrapping in and
around the characters, intertwining
with the characters of the typeface.
All Round Gothic for Logotype
APPLICATIONS
03
COLOURS
&
TYPOGRAPHY
21. The colours and typefaces combined
form the base of the packaging, used
across the packaging line in different
ways.
The typeface here interplays between the
weights medium and regular, catering to
the sticker’s size and ensuring legibility.
The sticker acts as a container to contain
this information effectively, with the
reduced point size facilitating the same.
Basic Gothic Pro for Stickers
APPLICATIONS
03
COLOURS
&
TYPOGRAPHY
23. ILLUSTRATIONS
04
illustrations
Tramways’ illustrations form the backbone
of the packaging, with its unique,
whimsical elements reflecting its idealogies
beautifully.
Illustration checklist
Whimsical creature
Smoke and coffee to be centra
Thin black and white line ar
Color blocking with color of pack
24. INFORMATIONAL
STICKERS
The stickers indicative of origins and
blends futher inform the consumer
about the roast, estate, elevation and
process followed before it reaches
the consumer, in order to enable
better and more informed choices.
It also talks about the nine flavours
that the brand features in general, as
well as the lot number and the date it
was roasted on.
Warm colors for a cool pack; cool
colors for a warm pack
04
STICKERS
25. INFORMATIONAL
STICKER-
BREAKDOWN
03
COLOURS
&
TYPOGRAPHY
The sticker features several parameters
that define and distinguish each flavour
from the rest of the lot.
These parameters are arranged and
compartmentalised with respect to the
size of the sticker.
Name of the Blend/
Origin
Lot no. can be written
Roasted on can be stamped
26. FLAVOUR ICONS
The flavours included in the packaging
actually stem from a highly detailed and
elaborate standard coffee wheel with
flavour profiles further branching out
into different scents and notes.
These flavours capture the essence of
this wheel and broadly classify into nine
individual and distinct profiles,
simplifying the process for the
consumer.
Floral
Spicy
Earthy
Citrus
Fruity
Bitter
Nutty Chocolatey Sweet
04
FLAVOUR
ICONS
27. BREWING METHODS
Stickers indicative of respective
brewing methods were curated using
a star shaped base to garner
attention on the FOP.
04
BREWING
ICONS
29. PACKAGING ADAPTS
The packaging will be used in 150g, 250g
and 1kg versions. The design will be scaled
proportionately.
05
PACKAGING
ADAPTS
Adapts for 1 kg B2B packs
Adapts for 100 gm B2B packs
30. STATIONERY
The two visiting cards are for two
founders, where both names are
printed on each.
A small icon showing their love
for their favorite brews is also
mentioned. The illustrations take
inspiration from their favorite
coffees.
05
STATIONERY
