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Project · Naming, branding and webHuman Error Coffee: a roaster that doesn’t want to be just a roaster
We built from scratch the brand of a Barcelona specialty coffee roaster that works with cafés and hospitality businesses on supply, private label and consulting. We created the name, the visual identity and the website.
A roaster competing on more than coffee
In B2B specialty coffee, many businesses aren’t looking for more coffee or a better price: they want less friction, predictability and a partner who understands the whole operation. Human Error wanted to be that partner: a roaster that understands its clients’ business, not another supplier competing on price.
The name as a statement
We evaluated several options against criteria built for the B2B market: clarity, differentiation, operational trust, partner role, future flexibility and risk.
The goal was not just an original name, but one that signals the kind of relationship the brand offers its clients.
“Human Error doesn’t try to fit the industry’s codes. It reframes them.”
Declarative, not descriptive
It does not describe the product: it takes a stance on how the industry works.
A horizontal relationship
It accepts error as part of learning: no guru, no distant supplier, a shared process.
Real differentiation
It steps away from the usual specialty coffee codes and is easy to remember.
Room to grow
It works for supply, private label, consulting and whatever services come next.
The error, turned into identity
The logo flips the E in “Error”: the error as a visible, human gesture. It comes with a palette of emerald, neon green, lavender and sky, an iconography of simple shapes and a modular graphic system that works across packaging, signage and sales materials.
A website that speaks the language of business
We designed and built the site with the new identity: a clear proposition for hospitality businesses, the supply, private label and consulting services, and a direct path to request advice.
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