Australian coffee roasting and cafés exist in a highly competitive commoditised market. There’s very little ‘understood difference’ by customers beyond coffee format, café proximity and style.

We embraced this combination as an opportunity to create an identity as a dynamic ‘symbol of difference’.

In doing so, we’ve provided the brand a platform to authentically explain its values and strengths in an identifiable way.

Each pentagon is both a visual description of the coffee flavour experience, and a unique identifier for the customer.

Backed by 20 years of training and R&D, Danes Specialty Coffee now realised they were ready to be seen. The identity provided a way to explain the things they care about in a way that was immediately beneficial to their customers.

This transformation provided the opportunity to show what was known on the inside, by too few — now outside, where everyone could benefit. Education, Innovation and Sharing were at the heart of the brand, just unsaid. A truly designed company.

This expertise and insight provided access to a high level of measurement and precision that we leveraged visually across the brand touchpoints. Each one seen as a way to share knowledge and offer the customer greater choice and a power to decide.

We wanted to deliver our target customer a comfortable and ‘consciously analogue’ mid-century modernist feel as a break from our digitally connected lives, and the plethora of 1800’s industrial style cafes. Style, colour, texture, materials were all considered with a contemporary update.

The iconic blend of technology and craft of that era paralleled in the process of creating an intensely flavourful espresso from an un-roasted bean.

Our desire is that customers will feel good, learn more

— enabling them to choose better coffee.

‘Define yourself’.