One of the many small artisan coffee roasters based in East London, Exmouth Coffee Roasters needed to stand out for being something distinctive, ownable and motivating in a crowded market place. ECR was in need of an e-commerce site and all-new brand assets, from strategy and identity to packaging.
Looking beyond boundaries
Our focus was context and brand positioning. We looked beyond category boundaries to tune into the history of London’s East End, and to explore ideas around anthropology, semiotics, provenance, ownership and community.
A family affair
All roads lead to London, starting with the company’s loyal and eclectic bunch of local customers. Inspired by 19th-century portraiture and line drawing in the early periodicals, we illustrated both this cast of characters, and ECR’s Victorian HQ. Each packet carries with it a note about the customer featured in the drawing.
ECR gives a nod to the London street signs which denote the East Central London postcode as EC. We used the London Underground typeface Johnson as our lead font. The colour palette balances feelings of heritage, history and modernity, with British racing green and navy blue offset by a contemporary pink.
“ Brilliant company – they worked very closely with us and we achieved exactly what we were looking for. To sum them up... Progressive and on point. ”
— Eddy Grappy, Co-Founder
