Storey
madebystorey@outlook.com
Brand · Website · App
Loam

Small-batch coffee, with a sense of place.

Loam is a neighborhood roaster and café — plus an order-ahead app that skips the line without skipping the ritual. Brand, website, and app, roasted together.

Role
Brand, website & app
Type
Concept-to-launch
Category
Hospitality / retail
Studio
Storey
01 — The idea

A café you can smell through the screen.

Third-wave coffee usually swings two ways: clinical lab-minimal, or so rustic it's a costume. Loam sits between — warm, rooted, a little earthy, genuinely made-by-hand. The name is the soil good coffee grows in, and the whole system leans into that: oat-cream paper, roasted browns, a burnt-sienna that tastes like the crema. The app had to feel like walking in, not logging in.

Tactile, not twee

Warm paper, a hand-drawn bean mark, a serif with real character. Crafted — without the mason-jar clichés.

The ritual, kept

Order-ahead is fast, but it still greets you by name and remembers your usual. Convenience that doesn't feel like a vending machine.

One warmth, everywhere

The bag on the shelf, the site, and the app all share a palette and a voice. Regulars recognize it before they read it.

02

The brand system

Loam
Wordmark + bean mark
Palette
Oat
Sienna
Gold
Espresso

Oat to breathe, roasted browns to ground it, a sienna pop that reads as fresh crema.

Typography
Aa Aa
DM Serif DisplayHeadlines · warm display serif
ManropeUI & body · clean grotesque
Voice — warm, plainspoken, proud of the craft
  • Roasted this morning. Gone by noon, usually.
  • Skip the line. Keep the ritual.
  • Your usual's ready when you are.
03

The website

The site does what the café does: welcomes you, tells you what's fresh, and makes ordering the easiest thing on the page.

loamcoffee.co

Roasted down the street.

Small batches, big mornings. Order ahead, grab it warm, and get on with your day — or stay a while, we saved you a seat.

Order ahead → See this week's roasts
This week's roast

A rotating single-origin, roasted in-house and dated on the bag. When it's gone, it's gone.

Order ahead

Tap your usual, we'll have it ready at the counter. The line is optional now.

Beans at your door

Subscribe and skip nothing. Fresh bags on your schedule, cancel any time.

04

The app

Order-ahead and loyalty, carried in the brand's warmth — fast where it should be, human where it counts.

9:41Loam
Order
Loam · 9th & Pine · Ready in ~6 min
Oat Cortado
Your usual
$4.75
Small
Regular
Large
🥐
Morning bun
Baked today
$3.50
🫘
This week's beans
Ethiopia · 12oz
$19
Add to order · $8.25
Order ahead — your usual, one tap
9:41Loam
Rewards
JW
Loam regular
7 of 10
Next rewardFree pour · 3 to go
Member sinceMarch
Cups this year64
🎁
Birthday month
A pastry's on us
Claim
Loyalty — the punch card, reimagined
9:41Loam
Almost ready
Pulling your shots
Order #204 · about 3 minutes
PickupLoam · 9th & Pine
OrderOat Cortado + bun
Paid$8.25 · Apple Pay
🔁
Reorder your usual
Oat Cortado, regular
Again
Pickup — status, minus the anxiety