Ostra Coffee

A roaster that tastes like its town.

Identity, bag system and online shop for a small-batch roaster on the Danube, moving it from market stalls to subscriptions.

Sector: Specialty roaster
Where: Novi Sad
Year: 2025 · 9 weeks
Role: Brand identity, Packaging, Shopify site

Bag system, three originsTasting notes set large, the logo small. Each origin has its own colour and its own current line.

The problem

Ostra sold out every weekend market but had no shop, no subscriptions and a logo drawn on a napkin.

What changed

Built the identity around a river-current line that changes per origin.
Designed a bag system where the tasting notes are the hero, not the logo.
Made subscriptions the default path, with one-tap skip and pause.

Logo and current lineA serif wordmark over a line traced from the river, plus the stamp used on cups and market boxes.

Free delivery in Novi Sad and Belgrade over 2,500 RSD · Roasted every Tuesday

OstraAccount 2

Roasted on the Danube,
every Tuesday.

Three origins at a time, roasted in small batches in Novi Sad and on your door by Thursday. Skip or pause any delivery in one tap.

Start a subscriptionShop single bags

From 1,190 RSD every two weeks · 10% off every bag

Ostra250 g

Peach,
black tea,
honey

EthiopiaGuji, HambelaWashed · 2,150 mRoasted 11.03.2025 · Novi Sad

Ostra250 g

Red apple,
panela,
cocoa

ColombiaHuila, PitalitoWashed · 1,700 mRoasted 11.03.2025 · Novi Sad

Ostra250 g

Blackcurrant,
grapefruit,
cane

KenyaNyeri, GatomboyaWashed · SL28 · 1,850 mRoasted 11.03.2025 · Novi Sad

This month’s coffees

Roast date 11 March · next roast 18 March

Ostra250 g

Peach,
black tea,
honey

EthiopiaGuji, HambelaWashed · 2,150 mRoasted 11.03.2025 · Novi Sad

Ethiopia, GujiPeach, black tea, honey1,390 RSD

Ostra250 g

Red apple,
panela,
cocoa

ColombiaHuila, PitalitoWashed · 1,700 mRoasted 11.03.2025 · Novi Sad

Colombia, HuilaRed apple, panela, cocoa1,190 RSD

Ostra250 g

Blackcurrant,
grapefruit,
cane

KenyaNyeri, GatomboyaWashed · SL28 · 1,850 mRoasted 11.03.2025 · Novi Sad

Kenya, NyeriBlackcurrant, grapefruit, cane1,590 RSD

How the subscription works

Pick a coffee, or let us chooseOur pick rotates through all three origins.
Choose every one, two or four weeksWhole bean or ground for your brewer.
Skip, pause or cancel any timeOne tap in your account. No emails to us.

Still at the market

Saturdays 8:00–13:00 at Riblja pijaca, stall 14. Cups 180 RSD, bags at the online price.

Get directions

Shop homeSubscriptions are the first button, single bags the second. The market stall still gets its own section.

OstraAccount 2

Ostra250 g

Peach,
black tea,
honey

EthiopiaGuji, HambelaWashed · 2,150 mRoasted 11.03.2025 · Novi Sad

Shop / Single origin / Ethiopia

Ethiopia, Guji Hambela

Peach, black tea, honey

Grown by 650 smallholders around the Hambela washing station and dried on raised beds for 12 days. Light roast, best as filter or a long espresso.

Size

250 g1 kg

Grind

Whole bean

Subscribe, save 10%Every 2 weeks · skip or pause any time1,251 RSD ~~1,390~~One bagShips Thursday1,390 RSD

Subscribe · first bag ships 13 March

Process: Washed
Altitude: 2,150 m
Variety: Heirloom 74110
Roast: Light, filter

Product pageSubscribe is pre-selected and the saving is shown in RSD, not as a percentage to work out.

Subscription managementSkip, pause and change coffee are the three biggest things on the screen. Cancel is one level down.

320 subscribers in the first 90 days. Online is now 45% of revenue.

320subscribers in 90 days
45%revenue online
3.1×repeat orders

“People photograph the bags. We never had that before.”
Milan IlićHead roaster, Ostra

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45 minfirst visit

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Your first visit, minute by minute

0–10 minHello and a tourYour child meets the chair, the light and the tooth counter before anything happens.
10–25 minGentle cleaningHannah polishes with a flavour they pick. No scraping on a first visit.
25–40 minCheck-up with Dr. OkaforShe counts every tooth out loud, and x-rays only if they’re needed.
40–45 minA plan, and a stickerYou leave with a written plan and the cost, before anything is booked.

Four people. You’ll meet all of them.

No rotating staff. The person who cleans your child’s teeth in March is the same one in September.

Meet the team →

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Find us

2104 S Lamar Blvd, Suite 3
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Mon–Thu: 7:30–5:30
Friday: 7:30–1:00
Saturday: 8:00–12:00

Ostra Coffee

The problem

What changed

Roasted on the Danube,
every Tuesday.

This month’s coffees

How the subscription works

Still at the market

Ethiopia, Guji Hambela

Your subscription

Past bags

320 subscribers in the first 90 days. Online is now 45% of revenue.

The dentist your kids will actually look forward to.

Your first visit, minute by minute

Four people. You’ll meet all of them.

Find us

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