The roastery

Brewing a Brand: How We Helped The Roastery Define Its Voice from Logo to Launch

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.

Starting with the Bean: Brand Discovery & Logo Design

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.

Crafting the Voice: Messaging & Brand Language

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.