ABOUT

BRIEF
Hot Numbers are a Cambridge based coffee brand made up of a roastery, a number of shops and a wholesale coffee business. Over their 15 years they have become an icon of the city, but as they have grown their identity has failed to keep up with growing competition.

CONCEPT
What makes Hot Humbers special, aside from their ethically sourced locally roasted coffee, is their founder Simon's love of Jazz music. He first discovered his love of coffee when studying jazz in Sydney, and music continues to infiltrate his beloved coffee business. As such in refreshing their identity in a more appropriate and energetic way we conceived and crafted Phats White.

MEDIUMS
Phats needs no introduction, he is a living and breathing personification of coffee and jazz. The idea was to be applied in all areas of brand application off and online, on merch, in murals and maybe even sculpted.

EXECUTION
Phats and his chums bounce around all aspects of brand application from coffee bags to social posts to totes and tees. Retaining their recognisable black red and white palette, as well as some additions of vibrant and energetic colours. Phats is able to play (in every sense of the word) along when subtly is the order of the day, or jam with friends to articulate bolder events and happenings.

RESULTS
Despite initial excitement the idea was felt to be too bold so sadly hit the cutting room floor.