Selbert Perkins Design developed the Brand Identity and Communications Master Plan for Roasting Plant, a coffee company and coffeehouse chain with locations in New York City and Detroit. SPD developed an iconic logo design that reflects the unique process of the patented Roasting Plant JavaBot, and applied the logo to communications elements including: business card, letterhead and envelope, menus, package design, apparel, merchandise, signage and wayfinding, and storytelling graphics. The Master Plan developed by SPD establishes the Roasting Plant brand locally, nationally, and internationally.