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A new brand identity by Poolboy for Lineage Roasting. The company has evolved their offering and are now Lineage Coffee and Bakery and applied the same principles of dedication and details that guide their amazing coffees to a year long secret passion project of forming a bakery.

With a strong emphasis on perfecting the croissant and related pastries, Lineage came to Poolboy with the need of getting the word out. The full scope required the studio to create a robust campaign utilizing strategy, guerrilla marketing, packaging design, identity design, art direction and creative photography.