Developed with Studio Atico, this rebranding and packaging system was created for Stray, a specialty coffee roastery based in Munich. The visual identity reflects the brand’s ethos of transparency and exploration, inspired by the idea of straying beyond the expected.

Each coffee variety features a unique design generated through a custom interface that adapts to origin and tasting notes, allowing the roasters to shape the brand through their own selections. The system is based on a grid inspired by the board game Das verrückte Labyrinth, where every label becomes a fragment of a larger, evolving path. When placed together, the packages connect visually to form an ever-changing labyrinth that embodies the brand’s spirit of movement and curiosity.

The design highlights Stray’s commitment to ethical sourcing and recognition of producers, aligning with their belief that true quality begins at origin. Each package communicates transparency and respect for the people behind every coffee, turning storytelling into a defining element of the brand.