case · 01brand identity

hsl.

specialty coffee, dialed in.

sector: specialty coffee · b2b + b2c
delivered: 2026-04, jakarta
scope: brand identity

what figment built

01brand strategy + voice
02identity system + lockups
03packaging direction
04photography direction
05signage direction
06brand guidelines

hsl roastery interior. natural daylight, espresso machine, kraft pouches on shelving.

about hsl

hsl is a specialty coffee roastery based in jakarta.

they roast small-batch single-origins for retail and refined blends for cafés and restaurants across the city. quality through process, partnership over transactions. the brand needed an identity that matched: warm, grounded, premium without performance.

hsl packaging composition. kraft pouch with sage and cream styling.

cupping table flat-lay. two cupping bowls, kraft bag, brass spoon.

hands at a partner café espresso machine, hsl bag visible on the bar.

hsl in-store signage applied to a partner café entrance.

hands pulling an espresso shot at the hsl lab.