Packing a punch: how do you stand out amongst the artisanal coffee crowd?

Identity and packaging design for a new dark roast coffee brand from Australia.

The overview

Identity and packaging design for a new dark roast coffee brand from Australia.

The challenge

Wise Old Goat wanted to make a mark within the crowded, artisanal coffee market. The brand should convey the unique, sensorial roasting process that stands at the heart of the concept.

the approach

After an analysis of artisanal coffee brands around the globe, we segmented the market and positioned the brand. A bold and vibrant visual identity reflects Wise Old Goat’s sensorial and creative philosophy: no two coffee roasts should ever be alike!

DELIVERABLES

  • Strategy
  • Visual Identity
  • Packaging Design

GOATS AND EMBERS

The brand takes inspiration from Wise Old Goat’s story of the origin of coffee: an Ethiopian goatherd notices his goats jumping with energy after eating certain berries. He brings the berries to a nearby monk who disapproves of their use and throws them into a fire from which an enticing aroma billows. When the roasted berries are taken from the fire, they are ground and dissolved in hot water and the first cup of coffee is born.