ABOUT

Craft House Coffee roasts exceptional, high-grade coffee. But for a roastery of 8 distinctive tattoo-covered team members. The brand had no distinction whatsoever. They had no standout. No story. They simply blended in with the competition. The challenge was to create a premium brand, which turned the heads of wholesalers and business owners. That increased sales of beans, and coffee machines with the potential to be rolled out as physical concessions within the world of B&I contract catering.

In the tight-knit coffee roasting community, it’s not unusual for roasters to chat and share ideas. They’re a passionate bunch, whose love for coffee borders on obsession. But whenever they met with fellow roasters, the Craft House Coffee team would hear the same feedback from their peers “You roast wrong”, “too hot”, “too fast”. Modern coffee roasting is a science. And messing with the formula is blasphemy. But conformity isn’t in the Craft House Coffee team’s vocabulary.

In a sector of sameness, this was the differentiator Craft House Coffee needed. Roasting wrong is the reason their coffee tastes so right. This brand truth gave us an edge over our competitors. It allowed us to create a brand story and brand idea with attitude. A point of view that stood for something.

We created a contemporary, bright but premium refreshed brand, featuring an unruly and defiant tone of voice, alongside charmingly absurd, bespoke illustrations that reflected the Craft House Coffee team’s alternative values. Most of all, we gave them depth. A story tread that trickled through every touchpoint, always coming back to the product. Being bold and doing things differently informs everything Craft House Coffee do, whether it’s roasting their beans, how they behave, or how they market themselves. They blend out. Never in.