Discover the Rich History of a Family-Owned Coffee Roaster.

A Story of A Family Coffee Roaster's Rise to Household Name Status.

✳️ Services

  • Branding
  • Logo & Design Systems
  • Content Strategy
  • Responsive Web Design
  • E-Commerce

🚀 Impact

  • Cafe subscription tripled within the first 30 days of launching the new brand.
  • New distribution opportunities nationally.

😊 Nice things our clients say

Simply put, they are the best people in the world to work with. What I really did was give them a colour preference; what I got back was not just beautiful, but really delivered on everything I had hoped for at the next stage of our growth, which was even better than I could have imagined.

Patrick Passak Founder & Head Roaster @ Alexander Roastery


Alexander Roastery, named after the owner's beloved son, has been a go-to destination for Sydney's coffee lovers for many years. However, with the coffee market becoming increasingly saturated, the business has faced challenges in standing out and expanding its reach.

Despite the Roastery's commitment to high-quality products and exceptional service, new clients have been slipping away to competitors with larger followings and more established reputations. But with a renewed focus on innovation and customer satisfaction, Alexander Roastery is determined to make its mark in the coffee industry.

Brand development

Alexander Roastery has always prided itself on its traditional approach to coffee roasting, but with the rise of popular coffee suppliers, the brand's position needs to shift to stay competitive in the market. This means that the brand needs to adapt to the changing tastes and preferences of its customers, while still maintaining its unique identity and commitment to quality.

To achieve this, the brand needs a complete rebranding strategy that includes a new logo, visual identity, and messaging that resonates with its target audience. The new brand should focus on the idea of community, bringing together people from all walks of life who share a passion for great coffee.

The brand's story should highlight the journey of its founders, the family behind the roastery, and their dedication to sourcing the best quality coffee beans and roasting them to perfection. This story should be communicated through all the brand touchpoints such as the website, social media, packaging, and in-store experience.

In addition, the brand should embrace innovation and experimentation, offering new and exciting coffee blends that appeal to its customers' evolving tastes. By doing so, Alexander Roastery can not only stay relevant in the market but also become a leader in the coffee industry, inspiring a new generation of coffee enthusiasts to appreciate the art of traditional coffee roasting.

The logo

Working closely with Alexander Roastery, our team embarked on a mission to define the brand's vision and create a new visual identity that would resonate with its target audience. After conducting extensive research and analysis, we decided to use the color of guava fruit to represent the brand. The bright and vibrant hue of the guava fruit symbolized the brand's values of honesty, warmth, and supportiveness, making it the perfect way to brighten up your day.

We then turned our attention to updating the logo, which was the centerpiece of the brand's visual identity. Our goal was to create a logo that felt premium and ownable while still remaining true to the brand's traditional roots. After exploring several options, we landed on a design that used the initials "AR" to form a coffee bean.

This final logo design was the "a-ha" moment with our client, as it perfectly captured the brand's essence and communicated its commitment to quality and craftsmanship. The logo was designed to be versatile and adaptable, ensuring that it would look great across all brand touchpoints, from packaging to signage.

Overall, our collaboration with Alexander Roastery was a success, as we were able to create a new visual identity that accurately represented the brand's values and helped it stand out in a crowded market. Our work demonstrated the power of strong branding and the importance of working closely with clients to understand their needs and goals.

The packaging

The key visual is a nod to the beautiful coffee plantations of Columbia, Brazil and Peru - Something that felt unique, but understated.

Website Design / E-Commerce

For the online website we kept it very simple. Being user-friendly and easy to navigate and make purchases quickly was the goal.

By Creating an effective, visual navigation with high-resolution photos, optimized for page load, we saw an increase in engagement by 39%.

Brand support

Mary, Patrick wife was managing all their online content. She would love to streamline all social media accounts: This will give her flexibility and time to focus on the business.
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