CROSSCUT COFFEE

BRANDING STRATEGY  & DESIGN

Crosscut Coffee brand colors by Pretty Lethal Designs
CLIENT //

Velvet Sunrise Coffee, Crosscut Coffee

INDUSTRY //

Retail Coffee Roasters

OBJECTIVE //

Velvet Sunrise, a wholesale coffee company,  is now seeking to develop its own retail brand under a new name—Crosscut Coffee. The brand should focus on an image that could become synonymous with the coffee and be adaptable for use on marketing, packaging and eventually retail signage.

UNDERSTANDING THE AUDIENCE

To craft a brand that engages a target audience it’s vital to understand that audience first. We use industry research, competitor analysis and insights from customer data to fuel each brand strategy – which begins with the areas below.

MISSION

We turn coffee drinkers into coffee enthusiasts by demonstrating the dramatic difference the freshly roasted coffee brings to taste.

TARGET MARKET

Craft coffee drinkers in the Toronto region.

CUSTOMER EXPERIENCE

High skilled roasting with high quality beans come together to deliver a high end coffee experience.

BRAND POSITIONING & STRATEGY

Crosscut Coffee’s brand values set the tone for the visual brand and for the customer’s brand experience. They were developed to reflect the target market’s values and desire to experience the superior taste of coffee that has been freshly roasted.

AREAS OF FOCUS

SIGNATURE FLAVORS

Signature espresso and drip coffee blends

SINGLE ORIGIN

A variety of single origin coffees sourced from across the globe

SEASONAL

Special, limited edition blends released seasonally

BRAND VALUES

FRESH

We seek to provide our customers with coffee as fresh as possible.

DIVERSE

We offer our customers a wide choice of quality roasts, beans and flavours.

AMBITIOUS

We seek to turn our local area into a region of coffee enthusiasts by providing unique, quality coffees that challenge the norm.

DEDICATED

We are coffee fanatics and have a high attention to detail throughout every step of our process.

SUSTAINABLE

We use up-cycled materials because it is important to us to preserve and help the environment.

INSIGHTFUL

We pride ourselves on our knowledge and enthusiasm for our roasts and coffees and share that knowledge with our customers.

SKILLED

We train our team to have the skills necessary to produce the best coffee we can.

EXPERIMENTAL

We continually seek out new beans and flavour profiles to provide high quality and unique tastes.

PASSIONATE

Our ever-growing zeal for coffee inspires us to constantly be learning, sharing and experimenting.

THE LOGO

HISTORY & LOCATION

With this logo concept, we used the location of Stouffville, Ontario as the inspiration and focused on its history of sawmills.

We began with imagery inspired by the name Crosscut—hand saws, wood and circular saws and focused on the themes of high-quality, hand-crafted and artisanal skills. The aim was to create a strong identity that any toughened sawmill worker of the 1800s would be proud of.

Strong, distressed lettering family is clean and modern, making it easy to see and read at a wide range of sizes, while the rustic distressing and styling of the type family gently nods to type used by hardworking industries of bygone times.

Crosscut Coffee brand colors by Pretty Lethal Designs

Historic crosscut saw and typeface give a rustic, nostalgic feel while giving a nod to the prevalence of sawmills in Stouffville around time of its establishment in the 1800s.

COLOR PALETTE

Crosscut Coffee’s Color Palette was developed in warm, rich tones inspired by the roasting levels of coffee beans and the rugged Canadian frontier.

Crosscut Coffee’s artfully crafted coffee blends are original, unique and complex, just like the wood grain of lumber. We used this as inspiration for wood grain patterns and lumberjack style fabric patterns.

Crosscut Coffee brand colors and patterns by Pretty Lethal Designs
Crosscut Coffee branding and packaging by Pretty Lethal Designs

COFFEE BRAND PACKAGING

The Crosscut Coffee brand comes to life on the range of coffee packaging and merchandise designs. The color palette can also be used to provide informational clues to customers, such as size of coffee cups or roast style.

IN LOVE?

Well, we’d love to build a brand that’s just as brilliant for you.

If you think a branding approach like this could be helpful for your business, don’t be shy. Contact us for a free 30 minute consultation.

A 30 MINUTE CONSULT. ON US.