Johnsons
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Challenge
To establish a clear brand positioning and architecture for Johnsons. We were also tasked with creating a visual identity, including photography, colour palette, logo and fonts, that could then be rolled out across packaging and further brand applications.
Strategy
Working with the team at Johnsons, we quickly realised these were coffee experts without the ego. We wanted the work to flex and move with their range of products, creating a golden thread running throughout their catalogue, tying everything back to what exists at their core; these guys know coffee.
Identity
After exploring a range of possible directions, we landed on an identity that works harder, plays more and keeps up in one of the world's most competitive markets. With an engaging tone of voice, a fresh colour palette and an instantly recognisable visual system, the result is a comfortably bold suite of assets.
Outcome
Where others cash in on inflating egos and romanticising the mundane, Johnsons stick to the real stuff. Coffee is to be enjoyed. As is this brand.