The Beam: A Sacramento Kings Collaboration

Temple Coffee Roasters and the Sacramento Kings are both Sacramento institutions, so a blend built around the team's biggest in-arena tradition needed to feel like a genuine collaboration, not a licensing exercise. Light the Beam, the purple spotlight the Kings send up over Golden 1 Center after every win, is instantly recognizable to Sacramento and basketball fans well beyond it. The brief was to celebrate both institutions together, timed to release in March 2025 for March Madness.

The label centers on a basketball carrying Temple's rosetta logo, lit up and charged with electricity, set against an energized purple beam over the Sacramento skyline. The lightning motif pulled directly from the Kings' own promotional material at the time, which featured players surrounded by similar electrical effects. A subtle basketball jersey pattern runs through the background, and the type is set in the Kings' official fonts. Designed solo, with approval from Kings marketing throughout.

The system extended beyond the label to door and in-store signage, an Instagram reel motion graphic, and newsletter design.

Outcome The most well-received version of the Beam blend so far, with fans responding strongly to the label and art direction.