DESIGNs things to
tell meaningful stories

Rachel Hellgren



Loyal Coffee Roasters
Visual Identity + Packaging DesignLoyal Coffee Roasters sought a mark that would reflect the honest integrity that fueled their craft of coffee roasting. Through a competitve analysis and conceptual exploration, “Honoring Ritual” emerged as the guiding tagline to shape the brand’s imagery and differentiation.

The logo is a modern take on a monogram: a historical symbol of loyalty and solidarity used by artists and tradespeople as a signature. The stepped letterforms suggest the stages of a ritual—like coffeemaking—while the rotated “R” suggests a shift in perspective. “Loyal exists to bring people a part of tradition, but something that is slightly different and new... It is a hub for people that strives to push the limits within its community.”

Year: 2018
Services: Logo Design, Visual Identity, Packaging Design
Left: Albrecht Dürer monogram, Public domain, via Wikimedia Commons. Right: 
Rachel Hellgren Design © 2026