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BP&O’s article by Lisa Cain explores Smörgåsbord Studio’s rebrand for Coaltown Coffee, a Welsh roastery transforming Ammanford’s mining heritage into a new identity centered on coffee. The design draws from the town’s industrial past, using coal-inspired colors, textured materials, and a custom slab serif wordmark to connect local history with modern craft. The project positions Coaltown as a symbol of renewal for a post-industrial community.
Smörgåsbord refined Coaltown Coffee’s brand identity to strengthen its narrative of post-industrial purpose rooted in Welsh mining heritage. The rebrand introduces a custom logotype based on the Successor typeface, a restrained color palette anchored by Coal Black and Purpose Orange, and woodcut illustrations by Antra Svarcs. The project culminates in a short film that ties the brand’s story to its community origins.