New Kid Coffee

The Brief
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Create a brand concept for new Coffee roastery in Shoreditch.

The Opportunity
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”It’s time to separate the Goats from the Sheep. There’s a new kid on the block. Small Batch Roasted coffee in Shoreditch, London.”

A striking identity and packaging suite for New Kid Coffee was created to highlight an unlikely hero and the product we have all fell in love with.

Coffee traces its heritage back centuries to the ancient coffee forests on the Ethiopian plateau. There, legend says the goat herder Kaldi first discovered the potential of these beloved beans. The story goes that that Kaldi discovered coffee after he noticed that after eating the berries from a certain tree, his goats became so energetic that they did not want to sleep at night.