Marque Brand Studio · Portfolio Concept · F&B Sector · marquebrand.studio
Brand Identity System
Pahar Coffee Roasters

From the mountain to your morning.

Born in the hills. Brewed for the curious.

Pahar was born from a single conviction: that the story of a great cup of coffee begins long before the roaster. It begins on a hillside in Coorg, Chikmagalur, or the Nilgiris — where the altitude, the mist, and the soil conspire to create something irrepeatable.

We source single-estate lots directly from small-holding farms, roast them in micro-batches, and deliver them to your cup within days of roasting. No intermediaries. No commodity blends. No compromises.

Pahar is a Kannada word for mountain. It is also a philosophy: that the best things in life require patience, elevation, and a willingness to go a little further.

Colour Palette

Rooted in the landscape.

Estate Green #2D4A3E Primary · Dominant
Terracotta #C4602A Accent · Energy
Morning Cream #F5EDD8 Background · Warmth
Roast Charcoal #2A2A2A Type · Depth

Two voices. One language.

Display — Cormorant Garamond
Aa
Cormorant Garamond Light & Regular
Headlines · Brand name · Pull quotes
Tracking: +60 to +100 / Leading: 1.1
Body — Inter
Single-origin. Small-batch. Roasted fresh. Coffee the way it was always meant to be — unhurried, honest, and worthy of the hills it comes from.
Inter Light 300 / Regular 400
Body copy · Labels · Navigation
Tracking: 0 to +20 / Leading: 1.75
Tone of Voice

Knowledgeable, not preachy.

Pahar speaks like a well-travelled friend who knows coffee deeply but never makes you feel like you don't. The brand is warm, specific, and quietly confident — rooted in place and process, never trend.

Warm & Grounded
Quietly Confident
Specific, not Jargon-heavy
Storytelling First
Unhurried
We sound like
Curious and knowledgeable
Place-specific and grounded
Proud without arrogance
Warm and welcoming
We never sound like
Preachy or exclusionary
Trend-chasing or hype-driven
Cold or clinical
Generic "premium" clichés

Where the identity lives.

Business Card
Pahar · Coffee Roasters
Ananya Krishnamurthy
Head of Sourcing & Curation
ananya@paharcoffee.com
+91 98765 43210
paharcoffee.com
Cup Sleeve
Pahar
Coffee Roasters · Est. 2024
"From the mountain to your morning."
Social Post