We believe that great branding isn’t just about logos and colours — it’s about crafting a story that resonates across every customer touchpoint. That’s exactly what we set out to do with The Roastery based in Norwich, a new coffee destination with bold plans and an equally bold vision.
From day one, The Roastery approached us with a clear ambition: to create a destination that celebrates craft coffee, authentic community, and a fresh, modern customer experience. What they needed was a brand identity that would bring this ambition to life — both visually and verbally.
We began by understanding the heart of the business — not just what The Roastery does, but why it does it. Through discovery sessions, we uncovered a strong commitment to quality, provenance, and connection. These values became the pillars of the brand narrative.
The logo design emerged from this ethos: modern, confident, and grounded. The bold typography nods to industrial heritage, while a clean, minimal mark gives it a fresh and versatile feel — one that works just as well on packaging and menus as it does on signage and social media.
With the visual identity in place, we turned our attention to the tone of voice. We developed a messaging toolkit that brought together personality, consistency, and clarity. Think confident without being corporate, relaxed but not lazy. From taglines to storytelling, we created a copy style that speaks directly to coffee lovers and casual passers-by alike.
Whether it’s “Small Batch. Big Flavour.” or longer-form storytelling about sourcing and sustainability, every word helps tell the Roastery story with purpose and personality.
