Cape Coffee

Cape Coffee, a newly established coffee roaster from Newfoundland, reached out to us (a Norwegian brand agency) for a potential partnership to build their brand from the ground up — from brand identity to tactile and holistic packaging solutions.Cape Coffee wanted a fresh perspective on their local community, someone who could see from the outside with an objective look. At the same time, it was important to them that the brand's identity reflected the raw and to some extent harsh reality of the surrounding nature that defines Cape Broyle (where the coffee is roasted) as the place it is.

In other words, building a coffee brand from scratch, anchoring it to a weather-bitten, 400,000-square-mile, molten rock mass in the upper-right corner of Canada, while maintaining the dialogue and respect needed to trade with the world's most sophisticated coffee producers.

Newfoundland is a low-lying and sprawling piece of rock, associated with a vast landmass area, Canada. This outstretched size gives a feeling of being really small in a human perspective. You also have the wind, waves, fog and horizons with nothing behind... as it seems. Therefore, we wanted to mirror these conditions in the development of the brand, and ironically this materialized into a kind of opposite-filled brand expression that both distinguishes and connects.

A geographical marker with the two C's from the name Cape Coffee, combined with a rich, outstretched line to reflect the vast landmass around. Furthermore, as a value of connection, we played with words to reinforce the sense of connection: cape to cape, cape to coast, coast to coast, country to country, continent to continent, community and coffee... communication and coffee.