Jacked up on Magpie coffee (because we were now ‘creative partners’ and had to test the product… regularly), we got right into the thick of things to establish the iconic linework of the magpie.
The centralized challenge of the branding was apparent to us from the outset. The owners of Magpie are extremely good at what they do. They love their customers, and their customers love them. In no way are they ‘coffee snobs’. Therefore, we didn’t want to overcook the bravado here.
The challenge was in keeping the known simplicity of Magpie in place while infusing their credibility and stature in the industry. We didn’t want to make them into something they weren’t.
Maintaining a symbol while transforming it
And so began our first major challenge: The magpie silhouette...
Everyone loved it - the owners, the customers, the staff. How could we maintain the integrity of the bird while breathing new life into it?