A hand-crafted focus, plus a touch of humour, for the multiple territory rebrand of one of New Zealand’s best and largest independent coffee roasters & suppliers.
Winner: NZ Best Design Awards
1st Place: Dieline Packaging Awards
Since their last re-brand, Coffee Supreme had grown to be one of the best and largest independent coffee roasters & suppliers in New Zealand, and felt that the brand they had didn’t convey their expertise and reliability, or the hand-crafted attention to detail and love of coffee that is at the core of everything they do. In their words, it was time to ‘grow up’. The brand needed to be more coherent, consistent & allow them to communicate much more clearly & succinctly. That said, Coffee Supreme were also very clear that they still needed to convey what they were already know for; their approachable, supportive, friendly & quirky attitude. This was also the point at which they wanted to bring the New Zealand and Australian brands in line with each other to create a coherent international presence.
The brand also needed to suit the times; coffee prices had been increasing dramatically. This re-brand needed to be rolled out without huge expense to help Coffee Supreme soak up some of that price increase rather than passing it all on to their customers.
I sat down with the Coffee Supreme team, provided them with a brand audit that evaluated their existing (and somewhat fractured) brand, found the good bits, jettisoned the not so good, and pinpointed the company’s core values & personality. This also involved some heavy research into the competition, and a field trip to their own HQ, roasters, and cafés to experience every facet of the business; roasting and packing beans, and talking with staff at every level and in every department.
With this wealth of information in my hands, I developed the principles of the new brand. They now have a fresh set of brand guidelines, a new minimal silhouette version of their logo that they apply to collateral, cups, and even furniture, a brand toolbox of graphics, fonts, colours & illustrations, as well as moodboards for future reference, mock-ups of retail & wholesale coffee bags, take-away cups, stationery and various other collateral such as mugs, posters, t-shirts.
The brand also needed to suit the times; coffee prices had been increasing dramatically. This re-brand needed to be rolled out without huge expense to help Coffee Supreme soak up some of that price increase rather than passing it all on to their customers.
I sat down with the Coffee Supreme team, provided them with a brand audit that evaluated their existing (and somewhat fractured) brand, found the good bits, jettisoned the not so good, and pinpointed the company’s core values & personality. This also involved some heavy research into the competition, and a field trip to their own HQ, roasters, and cafés to experience every facet of the business; roasting and packing beans, and talking with staff at every level and in every department.
With this wealth of information in my hands, I developed the principles of the new brand. They now have a fresh set of brand guidelines, a new minimal silhouette version of their logo that they apply to collateral, cups, and even furniture, a brand toolbox of graphics, fonts, colours & illustrations, as well as moodboards for future reference, mock-ups of retail & wholesale coffee bags, take-away cups, stationery and various other collateral such as mugs, posters, t-shirts.
The collection of illustrations which are used across their brand collateral were produced by myself & my partner at my old design studio (Hardhat), Nik Clifford.
