New Grounds Craft Coffee

Brief

Create a distinctive South African craft beverage brand for a specific niche (e.g., hipsters, dieters, CrossFit enthusiasts). Thoroughly research the chosen beverage category, revamp conventional ideas (e.g., craft beer, coffee, gin), and align brand identity, story, and sustainable packaging with the target market. Innovate with an original name, logo, and eco-friendly packaging that promotes reuse. Stand out in the market with unconventional packaging solutions to boost consumer engagement.

Rational

Ground Craft Coffee Company is a passion project rooted in a love for coffee and an upbringing on a game reserve. Specializing in African coffee, the brand is dedicated to responsible sourcing and sustainable packaging. Targeting outdoor enthusiasts, the brand encourages exploration and adventure. The name “Ground” signifies exploring new grounds, and 100% biodegradable packaging aligns with the ethos of being “from the ground, for the ground.” The logo and design incorporate elements representing popular African tourist destinations. The coffee is stored in 500g kraft paper pouches with eco-friendly inks, balancing freshness and environmental responsibility. Despite a plastic zipper, it ensures secure coffee storage during journeys. Ground Craft Coffee is more than a brand; it’s a personal journey inviting consumers to savour adventure while treading lightly on the planet.