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Refreshing London’s best-loved independent coffee brand

Client: Union Hand-Roasted
Brand: Union Hand-Roasted

Our challenge
Union Hand-Roasted Coffee is an independent small-batch roastery in East London. They asked us to help develop their brand’s identity with a view to simplifying and reducing the visual elements, and communicating a sense of quality. 

What we did
We got to know the people and the brand and discovered that Union is not just about sourcing and small-batch roasting the highest quality coffee, but also helping everyone to prepare the perfect cup every time. This challenges the elitist perception of the industry, recognising the brand’s role as a friendly and welcoming ‘coffee pioneer’ that would live throughout the work.

To communicate quality and simplicity, we stripped the logo back to an elegant typographic device, with the ornamental ‘U’ representing the handle of an espresso cup. When contracted to a shorthand mark, this combines with the underline to create an iconic cup & saucer device. We also developed a much wider brand scheme covering proposition, tone of voice, packaging and advertising art direction.

How did we do?
The new brand launched in early November with an extended range in Waitrose and Ocado and sales have massively exceeded projections already. Alongside this, Union has just been recognised as the ‘Best Artisan Roaster’ & ‘Most Ethical Brand’ but the World Coffee Portal - testament to a brand truly living up to its values.

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