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Brand Identity

Honest Grind Coffee

Brand Identity

Honest Grind Coffee

About

Honest Grind Coffee is a London-based artisanal roastery with a mission that extends beyond producing exceptional coffee. The company is dedicated to empowering vulnerable young individuals by providing them with tailored training and industry-standard skills through an employability program. Located near Euston Station, Honest Grind Coffee pays its employees the London Living Wage and reinvests all earnings into community initiatives. Supported by Camden Council's Integrated Youth Support Service and backed by the Mayor of London, the roastery is committed to making a lasting impact on the lives of young people in the local community. Our involvement in this project included everything from naming the brand to crafting its visual identity.

Client

Camden Council

Category

Brand Identity

Deliverables

Identity, Packaging, Art Direction, Website

"Absolutely blown away by the design and branding work by Oat Studio. Their team combined insightful strategic thinking, and truly creative design vision to develop strong visual identities, websites, and collateral that powerfully capture our brand essence – both for Honest Grind Coffee and our overarching social enterprise The Avalon Project. 

Their expertise and professionalism shine through, making the entire process incredibly smooth. OAT have shaped a new brand platform that resonates with our target audience and positions Honest Grind for future growth. I enthusiastically recommend them."

"Absolutely blown away by the design and branding work by Oat Studio. Their team combined insightful strategic thinking, and truly creative design vision to develop strong visual identities, websites, and collateral that powerfully capture our brand essence – both for Honest Grind Coffee and our overarching social enterprise The Avalon Project. 

Their expertise and professionalism shine through, making the entire process incredibly smooth. OAT have shaped a new brand platform that resonates with our target audience and positions Honest Grind for future growth. I enthusiastically recommend them."

Neil Monaghan, Head of Centre, Camden Council

"Absolutely blown away by the design and branding work by Oat Studio. Their team combined insightful strategic thinking, and truly creative design vision to develop strong visual identities, websites, and collateral that powerfully capture our brand essence – both for Honest Grind Coffee and our overarching social enterprise The Avalon Project. 

Their expertise and professionalism shine through, making the entire process incredibly smooth. OAT have shaped a new brand platform that resonates with our target audience and positions Honest Grind for future growth. I enthusiastically recommend them."

Neil Monaghan, Head of Centre, Camden Council

Challenge

The challenge for Honest Grind Coffee was to create a brand identity that stood out in the competitive coffee market while emphasising the quality of their premium offering. It was crucial to avoid the typical 'social enterprise' feel, instead focusing on building a brand that feels like a premium lifestyle product, where the social mission only becomes apparent after reading the back of the packaging. Additionally, the brand needed to resonate with the young people working at Honest Grind Coffee, fostering a sense of pride and belonging, and making them proud to be part of the team and to wear the logo.

Challenge

The challenge for Honest Grind Coffee was to create a brand identity that stood out in the competitive coffee market while emphasising the quality of their premium offering. It was crucial to avoid the typical 'social enterprise' feel, instead focusing on building a brand that feels like a premium lifestyle product, where the social mission only becomes apparent after reading the back of the packaging. Additionally, the brand needed to resonate with the young people working at Honest Grind Coffee, fostering a sense of pride and belonging, and making them proud to be part of the team and to wear the logo.

Challenge

The challenge for Honest Grind Coffee was to create a brand identity that stood out in the competitive coffee market while emphasising the quality of their premium offering. It was crucial to avoid the typical 'social enterprise' feel, instead focusing on building a brand that feels like a premium lifestyle product, where the social mission only becomes apparent after reading the back of the packaging. Additionally, the brand needed to resonate with the young people working at Honest Grind Coffee, fostering a sense of pride and belonging, and making them proud to be part of the team and to wear the logo.

Solution

The name ‘Honest Grind’ was chosen to represent the dedication and resilience of young individuals, as well as the coffee grinding process. Inspired by visits to the roastery, Oat Studio aimed for a strong and simple visual language, using basic geometric shapes. The solitary coffee roaster in the industrial space served as the inspiration for the logo, resulting in a minimalist icon incorporating the brand's abbreviated letters. A playful pattern inspired by factory building shapes was created and applied to coffee pouches, murals, and mailer boxes.

Further Details

To ensure inclusivity and hands-on involvement, certain branding elements were designed to be hand-applied, such as ink-stamped logos for paper cups and individually placed stickers for packaging. This approach allowed people of all abilities to contribute to the branding process. Additionally, a range of branded merchandise, including caps, T-shirts, badges, enamel mugs, and stickers, was developed to foster a sense of belonging and pride among the Honest Grind Coffee team. These items not only strengthened internal culture but also served as powerful tools for extending the brand's reach and impact. Oat Studio is proud to have collaborated with Honest Grind Coffee, contributing to a brand that merges exceptional coffee with a meaningful social mission.

Credits
Photography: Philipp Ammon  
Murals: Wood Street Walls

Solution

The name ‘Honest Grind’ was chosen to represent the dedication and resilience of young individuals, as well as the coffee grinding process. Inspired by visits to the roastery, Oat Studio aimed for a strong and simple visual language, using basic geometric shapes. The solitary coffee roaster in the industrial space served as the inspiration for the logo, resulting in a minimalist icon incorporating the brand's abbreviated letters. A playful pattern inspired by factory building shapes was created and applied to coffee pouches, murals, and mailer boxes.

Further Details

To ensure inclusivity and hands-on involvement, certain branding elements were designed to be hand-applied, such as ink-stamped logos for paper cups and individually placed stickers for packaging. This approach allowed people of all abilities to contribute to the branding process. Additionally, a range of branded merchandise, including caps, T-shirts, badges, enamel mugs, and stickers, was developed to foster a sense of belonging and pride among the Honest Grind Coffee team. These items not only strengthened internal culture but also served as powerful tools for extending the brand's reach and impact. Oat Studio is proud to have collaborated with Honest Grind Coffee, contributing to a brand that merges exceptional coffee with a meaningful social mission.

Credits
Photography: Philipp Ammon  
Murals: Wood Street Walls

Solution

The name ‘Honest Grind’ was chosen to represent the dedication and resilience of young individuals, as well as the coffee grinding process. Inspired by visits to the roastery, Oat Studio aimed for a strong and simple visual language, using basic geometric shapes. The solitary coffee roaster in the industrial space served as the inspiration for the logo, resulting in a minimalist icon incorporating the brand's abbreviated letters. A playful pattern inspired by factory building shapes was created and applied to coffee pouches, murals, and mailer boxes.

Further Details

To ensure inclusivity and hands-on involvement, certain branding elements were designed to be hand-applied, such as ink-stamped logos for paper cups and individually placed stickers for packaging. This approach allowed people of all abilities to contribute to the branding process. Additionally, a range of branded merchandise, including caps, T-shirts, badges, enamel mugs, and stickers, was developed to foster a sense of belonging and pride among the Honest Grind Coffee team. These items not only strengthened internal culture but also served as powerful tools for extending the brand's reach and impact. Oat Studio is proud to have collaborated with Honest Grind Coffee, contributing to a brand that merges exceptional coffee with a meaningful social mission.

Credits
Photography: Philipp Ammon  
Murals: Wood Street Walls

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Contact

Have a project in mind?
Let’s chat.

Book a free consultation to explore your vision.

Studio

86-90 Paul Street
London EC2A 4NE

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and insights. No spam, just quality content. 

© Oat Studio 2024

Contact

Have a project in mind?
Let’s chat.

Book a free consultation to explore your vision.

Studio

86-90 Paul Street
London EC2A 4NE

Newsletter

Sign up for our (occasional) newsletter for updates
and insights. No spam, just quality content. 

© Oat Studio 2024

Contact

Have a project in mind?
Let’s chat.

Book a free consultation
to explore your vision.

Studio

86-90 Paul Street
London EC2A 4NE

Newsletter

Sign up for our (occasional) newsletter for updates
and insights. No spam, just quality content. 

© Oat Studio 2024