Able Brewing Equipment x Jolby & Friends – A New Design
Josh Kenyon & Colby Nichols at Jolby & Friends created the design. Their past work shows a pattern of creating memorable and distinctly modern imagery for clients. I ask them a few questions about the Able designs:
You have a foundation in illustration. How did this affect the design?
“Both Josh and I have a passion for design as much as illustration and tend to live between both worlds at all times. For this packaging, we wanted to use strictly design and let the small things tell the story. Although a bit of our illustration aesthetic comes through in the icons (we couldn’t help it).”
How did you come up with the icons for the directions and the custom icons for each product?
“We wanted to keep the icons very simple, clear, and really easy to digest at a glance. They ended up having a very instructional and minimal look which works perfectly for the product. Able really wanted the wording to be minimal, so that the icons and design had to drive the packaging. We added emboss to a few areas (and some hidden ones) that feel great when you’re holding the envelope.”
Anything else you can tell me about the project?
“Our main inspiration were old Americana products like oil cans, machinery boxes, factory parts, bags of grain; the real simple but powerful bits of design from back then. We liked the idea of how that stuff hit you in the face with “this is exactly what’s inside, no frills”. A big thing for Able is that all of their products are made in the USA and we wanted the design to reflect that. Being inspired by that era was the easy part, but adding a modern twist was the most challenging. The design system that we came up with for the Disk packaging is being rolled-out through other products and its been fun playing with and pushing this style forward for Able. They are doing big things this year!”
There are details to the design that are very subtle, so I hope you are able to get your hands on an Able Disk.
I should also note that Coava Coffee Roasters and Able Brewing Equipment are now completely separate. The Disk, the One-Cup, and the Kone filters are now Able Brewing Equipment products, while roasted coffee and the cafe will always be branded under Coava Coffee Roasters. Below is a list of Coava and Able coverage on MARROW, beginning with the original Kone posting:
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