‘Good Work Coffee’ branding to fuel your day
A brand concept built on advocacy for people who give so much of themselves and receive so little in return.
Creating a brand strategy and visual identity that promotes good work in the community, Good Work Coffee reflects these principles in abundance. It believes that community workers deserve a better start to their day with something better than burnt coffee on their break to recharge their batteries.
Imaginaria Creative created a brand identity for GWC that would reflect the positive, feel-good atmosphere that community workers need to foster a sense of belonging and promote their important, challenging work.
Imaginaria Creative hosted an in-depth GWC brand strategy workshop, which aimed to answer one simple question: what sets GWC apart from all the other third-wave cafes? GWC’s ethical trading practices and sustainability initiatives were just the beginning.
The strategy workshop revealed that GWC’s true purpose is to invite the entire community to support the people who work every day to improve the communities in which we all live, work, and spend time.
The design studio believes that they created the GWC brand identity with the people at the heart of their mission in mind. Being a community worker is tough. Their morning cup of coffee should set the tone and energy for the day. “We inspired the GWC brand with bright colors and pleasant illustrations that give them the energy to take on their hard, important, human work day in and day out.”
GWC’s packaging design can both inspire and amaze with its sophistication and at the same time nurturing simplicity. A design that has a lot of retro-perspective imagery, creating a look that doesn’t take your eyes off the carefully crafted graphic details and illustrations. Everything is intertwined with colors, the taste and feel of fresh coffee.
We inserted ways for the community to get involved in GWC’s mission across every brand touchpoint. From the “Buy a cup. Give a cup.” sidewalk sign to the do-gooder of the month award, community members who recognize the good work done by their community workers can show their gratitude and pay it forward any time they drop in for their daily dose of caffeine.
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