After 11 years we thought it was time to finally update our branding to reflect where we are now as a business, so we’ve updated our look!
Our first logo was designed by our first barista, Adam, with 17 segments representing the E17 postcode where we started out. The new branding still draws on our roots on an industrial estate in Walthamstow, with the overlapping letters representing the way we work in partnership with our green coffee suppliers and wholesale partners, and the way coffee brings people together.
We started out working with design agency Dapple to look at bold, clean, typography led designs:
Concept
That ‘feel good’ feeling from good coffee and good customer service. The double O’s represent union – the union of suppliers, the union over the appreciation of good coffee.
Personality
Non Fuss, direct, confident, independent, friendly, bright, quality
As a fully independent business, with personal service at the heart of everything we do (founder Gareth still delivers in person every week and is often found fitting water filters and fixing coffee machines himself), we wanted to maintain the entrepreneurial spirit we’ve always been so proud of. An element of old school service kept creeping into our brand discussions which was maintained through some no nonsense messaging on the packaging - “For enquiries and friendly advice…”.
Our different coloured labels for different coffees creates a bridge from our previous look and feel, with a nod to the huge variety that can be found in coffee through different origins, varietals, processes, and brew methods.
We’d love to know what you think about our new look, and cant wait to see the bags on your shelves soon...
