Meridian Supply

Meridian started as a single cart on a Saturday market. Four years later it shipped to twenty states under a logo the founder had drawn the night before the first market. The work was no longer the problem. The shape it came in was.

What we changed

We kept the founder's hand-lettering instinct but gave it a real system: one display face, one workhorse sans, a fixed palette of roast-graded tones. The bag became the hero, the website got out of its own way, and the checkout dropped from five steps to two.

The result the team felt

Returning customers stopped emailing to ask "is this the same Meridian?" The new identity carried across cart, cafe, and wholesale invoice without a single asset feeling bolted on.