An unhurried approach to coffee

Overview

Sunday’s Roast is a conceptual coffee brand built around the idea of slowness as a luxury. In a culture dominated by urgency, productivity, and overstimulation, the brand repositions coffee as an emotional pause rather than a functional stimulant. The project explores how calm can be communicated not only through visual identity, but through often-overlooked, everyday touchpoints that quietly shape the customer experience.

The name Sunday’s Roast is inspired by the traditional English meal it references—an occasion rooted in ritual, togetherness, and unhurried time. Much like coffee, it represents a shared tradition, one that invites connection and presence through a simple, familiar act.

The Challenge

Modern coffee culture often equates value with speed, volume, and novelty. Cafés compete through louder branding, seasonal hype, and productivity-driven environments that encourage constant consumption. This creates a gap for a brand that: Respects time rather than accelerating it, Prioritises emotional comfort over efficiency, Feels considered, calm, and human

Concept

Sunday’s Roast exists to challenge urgency. The opportunity was to design a coffee brand that feels like permission to slow down — one that doesn’t rely on trends or excess, but instead builds trust through restraint, consistency, and quiet confidence.