Green Beanery
Green Beanery (GB) is a coffee establishment created by environmentalist at Probe International that work with small farmers to bring coffees with characteristics as distinct and extraordinary as the farmer’s local ecology. They work with small farmers to preserve the bean diversity of each region, which is often obliterated by the mass coffee market. They exceed environmental standards making their beans Free Trade and Sustainable. They support individual, small and neighbourhood based micro-roasting returning to the coffee model of the 1920’s. By supporting GB you are helping citizens' groups around the world protect their lands and their livelihoods.
With such a unique mandate and coffee experience we needed to find away to help them stand out from other coffee shops. Who was their ideal client? How could they serve them and meet more of their needs? With a bit of thoughtfulness and beauty we set out to differentiate GB from the many coffee shops in the city. GB needed a sophisticated identity and packaging that would portray the finesse and care considered in the selection of each bean.
2018 (Self-Initiated, Case Study)
Identity + Packaging
Toronto
Green Beanery is unique in that they have the largest selection of coffee beans in the world and host free lectures on coffee roasting and sustainable coffee farming. Creating a community of like minded conscious coffee aficionados.
Ideal Client Persona
We first outlined what kind of client would be ideal for GB. What were their interests? Where did they live and play? We found out that they already had a large community and a following of like minded individuals. We made an in-depth user persona to uncover how GB could not only attract more of this type of client, but entice others to learn more about their coffee contributions.
Research and Strategy
After looking at the competition, brand attributes, and ideal client, we discovered what differentiates GB from everyone else—how they serve their clients with quality, one of a kind beans, top of the line roasting equipment and know how about coffee production. GB is not another local coffee shop that delivers everyday quality, but a brand that cares and puts their commitment to the environment and its citizens at the forefront of everything they do. They are a coffee bean and equipment encyclopedia/ museum with an environmental focus.
Since we uncovered that the ideal client was a coffee connoisseur or a wanna be coffee connoisseur. They were curious, thoughtful and loved coffee for more then its pick me up. We knew we could infuse GB with that same personality to make the brand appeal to their ideal client.
Stylescape
After messaging was dialed in, we took everything we uncovered about the ideal client, brand, and goals and designed a stylescape that laid out the look and feel of the brand.
The look was inspired by the different terrains and landscapes that the beans come from and are consumed and roasted in. The images are appealing which gives the viewer a sense of the ecological diversity and the disparate vegetation that infuses the coffee. Giving the client a sense of the complexity in each cup. The concept centred around the three words minimal, ecology, and diversity. The emphasis on diversity lead to a multifaceted colour palette.
