Strategy
Identity
Copywriting
Packaging
Coffee better shared with Groupwork
2023
Groupwork, an independent roaster from Newcastle, Northern Ireland, began as a passion project from the owners of Railway Street Cafe. Launched in 2020, the brand was born from a desire to make specialty coffee approachable. After we helped them define who they were and wanted to become we moved to working on their expression.
Groupwork's identity brings a relatable charm to speciality coffee. Friendly bags and down-to-earth messaging creates an open invitation to experience dependable expertise where coffee meets quality, honesty and togetherness.
An alternative logo mark in the style of the core illustrations with two hands reaching for one another in a loop embodies the looping nature of connection and support that Groupwork bring to their approach to the speciality community.
The humble coffee cup is championed throughout the brand as the hero of coffee. Playfully sitting on each side of the bag are coffee cup vignettes depicting the alter-egos of a takeaway coffee cup. From plant pot, pyramid tower and string telephone, these cheerful extensions of the core character illustrations draw focus to the cup as the stage where everything happens. Highlighting a cup of coffee as a time for people to live in the moment and enjoy the simple things is a theme throughout illustrations and brand language.
We developed a warm, hand-illustrated brand with friendly logotypes and charming illustrations depicting everyday moments of enjoying coffee. The brand’s mantra, “Better Shared,” emphasizes inclusivity and simplicity, creating an inviting experience where quality coffee is accessible to everyone.
