Design Showcase: Anna Long, Norlo Design
Featuring the packages for Zocalo Coffee and Heady Cup Coffee Roasters printed by Roastar.
Who: Anna Long (She/Her/Hers)
Role: CEO/Owner/Art Director
Where: Denver, CO
Connect: www.norlodesign.com • @norlodesign • www.behance.net/norlodesign
What they order: Yes, I drink a lot of coffee! My go to is an oat milk latte, sometimes with vanilla or honey. You just can’t go wrong with a good latte!
Any favorite roasters/coffee shops you'd like to shout out: There’s so many in Colorado, it’s so hard to pick! I think my top two Denver favorites are Jubilee Coffee Roasters and Blue Sparrow Coffee. Both of their coffees are ALWAYS spot on, and their shop/space is so nice and beautiful. Outside of Denver, Heady Cup Coffee Roasters roasts some amazing beans. They are online only but they are fantastic!
R!WC: Anna, thanks for chatting with us at Roast! West Coast. I'm excited to learn more about your design work, but first, I'd like to ask about you! Who are you?
Anna: Thank you so much for having me and showcasing some of my work. It’s an honor! My name is Anna Long, and I am a Graphic Designer and Illustrator. I am originally from the Twin Cities, Minnesota, and I have lived in Denver, CO, for about four years now.
I have always been into art—my background is in fine art. I grew up doing a lot of painting and drawing, and art class was always my favorite class in school. Once I got to college, I chose graphic design as a major, and I had zero idea what it entailed (I just knew that it was artsy), so I ran with it, and I am so glad I did.
I think my fine art background gives me an edge, especially in package design, because I look at packaging as an entire composition, and I also can illustrate. I have practiced and trained myself to look at each surface that needs to be designed as an opportunity to showcase its own design but also how it’ll work as a whole. Almost like a visual puzzle! I also love incorporating hand-drawn illustrations when possible because I love how it pairs with graphic design.
Outside of the business, I love spending time with Tevon, trying new coffee shops and breweries around Denver, shopping, hiking, and reading. My favorite movies are Harry Potter, Back To The Future, and Lord of the Rings! If I could choose a superpower for myself, it would be to have the ability to understand and speak every language on earth. How cool would that be!?
R!WC: How long have you been working in design, and how did you get started specifically in packaging design?
Anna: I have been working in graphic design professionally for about 6 years now. I have a Bachelor of Fine Arts degree in Graphic Design from the University of Iowa. While I first got my design start in college, I got my package design start in craft beer. When I was (freshly) 21 years old, a new and well-known brewery in my college town hired me to be their designer.
I was extremely proud to design their first beer bottle and beer can they sold on the market. After seeing something I had designed sitting on a shelf for sale in a liquor store…man, was I hooked. I quickly fell in love with package design, specifically beverage design. I have been designing for the craft beer industry for all of those 6 years, and I have also been designing for other beverage industries, specifically coffee, for the past 3 years!
R!WC: Where did the name “Norlo Design” come from? What does it mean? As a creative person, was it easier or harder to create a brand identity for yourself?
Anna: Norlo is a made-up word! When we were deciding on our name, we wanted something that was easy to say and spell. Being from Minnesota, I wanted ‘North’ to somehow be incorporated. I took the ‘nor’ from the word north and kept switching out the last letters until we landed on Norlo. Our logo also includes a small star, which is intended to be the North Star.
Honestly, it was harder to create a brand identity for myself! Usually, you have something to go off of, some idea or inspiration given to you by the client when you are branding them, but this time, I had to do it from complete scratch based on my sole direction. Tevon and I talked about how we wanted to be portrayed and the overall vibe we were trying to accomplish, and we went from there. I wanted an art direction that was fun and playful with bright and relatable colors. Something that instantly shows people the style of artwork we like to do.
R!WC: What makes for a good designer/client relationship?
Anna: For me, trust is a big thing. I like to know that my clients hired me and trust me to do a fantastic job for them. Most creative people don’t do well when they’re given too many restrictions, so having clients that trust my vision and direction is important.
Alongside trust comes open-mindedness, which is equally important. No amazing and fantastic design ever came from playing it safe, so I think the best client/designer relationships come when the client is open-minded to trying new or fun things and trusts the design direction the designer presents.
Lastly, communication is always key. Clients that have clear, concise feedback and communicate it in a timely matter is something that is so appreciated by designers.
R!WC: What is your strategy or philosophy when brainstorming the design concept for a new package? What are the challenges? What is the fun part?
Anna: A lot of time, the design concept brainstorm starts with what exactly the client is wanting. Do they have a specific direction in mind? Is this a special release? Is this a large-scale or small-scale batch? All these things go into consideration when starting the brainstorming process.
From there, a lot of research is conducted, like what the client’s competitors are doing and what the current design trends are. Then, a mood board is created based on conversations had between us and the client. Once the mood board is discussed and approved, we move on to creating an initial concept.
The challenges can come in if there isn’t a lot of design direction to go off of. It is hard creating with zero direction, so if there is a client that has zero clue what they’re wanting (or they are going back and forth), it can be challenging trying to figure out what they like and how they want their brand perceived.
The fun part is being able to create something that both parties are proud of. I am very intentional when I design. I really want the client to feel like their mission and who they are is reflected within the design. I love creating with a wide variety of colors, motifs, and styles, and I am grateful my clients allow me that!
R!WC: What makes for a good coffee package design? Why do some packages stand out on the shelf?
Anna: I think the best packaging design is when each side of the package has interest and is unique, but there is also great design and cohesion overall. You never know how your package is going to actually sit on the shelf (whether it’s nice and straight or haphazardly thrown), so each side of your coffee bag needs to be intriguing enough to pick up.
A design that showcases who you are is also super important because, most times, people buy into people, not things. The brands that can blend personality and passion with great design are the ones you will remember the most and are the most successful. Graphic design, specifically in the package design world, is your loudest and strongest salesperson for your product. Make sure you invest in it!
R!WC: You have a long client list in the food, beverage, and hospitality industries. Why focus on this area of design? How does good design add value to these types of businesses?
Anna: Focusing on design for the beverage industry came from my college brewery job! I quickly fell in love with designing beer labels and package design in general and decided that was my niche. When we launched Norlo Design in 2021, we decided that our focus was going to be graphic design for the beverage industry. Having years of experience in the industry myself, it made perfect sense for us to become experts in and cater to this very large and niche industry that we love so much.
Good design is everything for the packaging industry! How else are you going to get consumers to pick your product up off the shelf! There are an unreal number of brands out there, specifically in the craft beer and coffee industries. With everyone fighting for shelf space, you must have a good product, and that product better have a great design.
75% of consumers say that beverage labels/packaging has an impact on their buying decisions. That’s a HUGE percentage. Gone are the days of a brown kraft paper coffee bag with a sticker label on it. Bright, colorful, and illustrative are all adjectives that beverage brands are trying to emulate because [they get] the consumer’s attention. Having unique and professional designs for your packaging is imperative in today’s day and age to gain attention, sales, brand recognition, and loyal customers. Don’t skimp out in the design area!
R!WC: You have a business partner, Tevon Berka (Co-Founder/President/Director of Accounts). What’s the best thing about having a business/creative partner? In what ways do you compliment each other?
Anna: Tevon and I balance each other out perfectly. With him being my business partner and significant other, we work together in every capacity. Since we are still a small, growing business, having Tevon as a partner has been imperative.
I am currently the only designer on our small two-person team, so Tevon does a lot on the business side. He also helps me with art direction and design feedback, as he has a great eye. He can’t design, but he knows great graphic design when he sees it, and he’s one of the few I trust!
Tevon is very business-minded and large-picture-focused, and it helps me get into that same mindset. He is also extremely goofy, so there is never a day that goes by when we aren’t laughing about something! He’s my best friend and knows how to support me in any situation. It really is fun working with your significant other!
R!WC: What questions should a client ask of a potential designer/design firm?
Anna: I think the biggest factors when it comes to working with clients are the deliverables, timeline, and budget. Most of the time, freelance designers have a lot of balls in the air at one time as they are their own bosses and their own employees.
Make sure you have a clear understanding of what it is you are looking for (project deliverables) and the timeline/budget you are hoping to stay within. Sometimes, those things won't align, and that's okay. At least both parties know from the jump. Also, having an idea of the art style/direction you are wanting is super helpful. It gives us designers a starting block, and it can help get our juices flowing quicker!
R!WC: The next time we're in the Denver area, where should we get a coffee and/or a beer?
Anna: [As] mentioned above, Jubilee Coffee Roasters and Blue Sparrow Coffee are amazing. Dandy Lion Coffee Co. is also a super cute shop. It's half coffee and half plant shop! For beer, some of my favorite Denver breweries are Ratio Brewing, Copper Kettle, Prost, Ursula, and Cerebral, to name a few. Colorado is for sure the state of craft beer, so you can always find a good one.
R!WC: Is there anything else we didn't cover that listeners should know about you and/or Norlo Design?
Anna: We recently launched a new side to Norlo's business, an e-commerce store! We sell products like stickers, art prints, coasters, etc., that are all inspired by the beverage industry. Super fun and playful designs that are universal and can make anyone smile! Make sure to check our online store out ☺ www.norlodesign.com/shop.
CHECK OUT THESE R!WC INDUSTRY PARTNERS
Roastar • Zumbar Coffee & Tea • First Light Coffee Whiskey • Steady State Roasting • Mostra Coffee • Coffee Cycle • Camp Coffee Company • Ignite Coffee Company • Ascend Coffee Roasters • Marea Coffee • Cape Horn Coffee Roasters • Hacea Coffee Source • Crossings Coffee • Acento Coffee • Sivitz Roasting Machines
Thank you for reading. R!WC is a listener & reader-supported publication. Help us grow by subscribing to this newsletter!
FONTS:
Wanderlust is available via 1001Fonts. George is available via DaFont. Roboto Slab is available via Google Fonts.
Support Roast! West Coast without subscribing by helping keep us caffeinated. Click below to buy us a cup of coffee. Thanks for all your support.