Recognising an Australian pioneer
Our job is often not to create something new, but to simply uncover the story that already exists.
Grinders is a coffee business with a great history of innovation and invention. One of the pioneers of coffee culture in Australia, Grinders was founded in Lygon Street, Melbourne in 1962.
From our first contact with Grinders, the passion and love for great coffee was clear. And whilst this passion was clear internally, the existing brand simply didn't tell the remarkable story of the founders of the business, their drive and determination and the quality of the Grinders product.
We needed to communicate a complex, detailed story in a simple, compelling way. We created a graphic system that captured the precision and detail of great coffee production in a way that resonates with both experts and casual consumers alike.
This system also acts as a training structure for staff and the new brand prompted the creation of a training centre for the business in Sydney.
We love uncovering the stories and passion that sit at the heart of so many brands. These stories often go untold or are hidden under layers of detritus that do nothing to express what the brand and business truly believes in.
When the brand reflects the truth of the organisation, people within the business and outside it engage with the brand far more effectively and great businesses become great brands.