Rebrand for Coffee Supreme New Zealand and Australia.
**Featured in Fancy! – New Zealand Design April 2012**
Since their last rebrand, Coffee Supreme had grown to be one of the best and largest independent coffee roasters & suppliers in New Zealand, and felt that the brand they had didn't convey their expertise and reliability, or the hand-crafted attention to detail and love of coffee that is at the core of everything they do. In their words, it was time to 'grow up'.
At the same time, they were very clear that they still needed to convey what they already known for; their supportive, friendly, light-hearted and irreverent attitude.
Hardhat sat down with the Supreme team, giving them a brand audit, looking at their old (and somewhat fractured) brand, finding the good bits, jettisoning the not so good, and getting to the company's core messages (researching the competition, identifying Supreme's place in the market, & talking with staff throughout every level of the business).
With all this wealth of information in our hands, we developed the principles of the new brand that you are starting to see rolled out across NZ and Australia. Supreme now have a fresh set of brand guidelines, a brand toolbox of graphics, fonts, colours, patterns, & illustrations, as well as moodboards for future reference, mock-ups of retail & wholesale coffee bags, take-away cups, stationery and various other collateral such as mugs, posters & cupping spoons.
Finding along the way that Supreme had plenty of creatives within the company meant that we could pass on the rebrand with the confidence that they would apply it in a creative and considerate way.
Their roll-out of the brand included the following people:
Print & packaging design/layout:
Douglas Johns & Benn Crawford (Coffee Supreme)
Chris Riding @ Super Duper
Photography: Douglas Johns (Coffee Supreme)
Stools: Coffee Supreme
Art direction: Al Keating (Coffee Supreme)