EXPRESSOUL
E-commerce brand
EXPRESSOUL
EXPLORE YOUR SOUL
Year
2022
Project Category
Interior Design / Visual Identity & Branding
Expressoul is an artisanal coffee brand built around wellness, quality and a holistic approach to everyday ritual. Rooted in rich coffee traditions and crafted with premium Arabica beans sourced from South America and beyond, the brand offers a curated range of low-acidity, chemical-free coffees designed to nourish body and mind. From single-origin Colombian and Honduran medium roasts to signature blends that energize active lifestyles, Expressoul celebrates the spirit of coffee as a source of pleasure, well-being and intentional living.
JASTOR VALUE
Jastor approached Expressoul with the challenge of creating a distinctive e-commerce coffee brand that stands out in a crowded market by speaking directly to a lifestyle-driven audience. The value Jastor brought to the project was in identifying an underserved niche — coffee that feels connected to health, ritual and purpose — and translating that insight into a cohesive brand strategy and visual identity.
The design system developed for Expressoul is minimalistic yet expressive, balancing an earthy sensibility with contemporary clarity. Through refined typography, subtle textures and an elegant color palette inspired by natural coffee tones, the system conveys both craftsmanship and simplicity.
DESIGN SYSTEMS
EXPRESSOUL
Expressoul’s brand identity is shaped by its focus on wellness and intentional living. The visual language expresses depth and warmth, reflecting both the heritage of coffee farming and the modern desire for healthier, mindful choices. By emphasizing sustainability, purity and artisanal quality, the identity communicates trust and connection.
IDENTITY
EXPRESSOUL
SOLUTION
Jastor delivered a holistic branding solution that unifies strategy, design and digital experience into a cohesive whole. The result is a scalable brand ecosystem tailored for e-commerce growth and lifestyle positioning in the specialty coffee category.
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