Specialty coffee with a sense of humour.
Groundskeeper Willie is a family-run specialty roastery on Australia's Sunshine Coast. The work built a playful, characterful brand across packaging and brand extensions, including a box with a reusable tasting-card insert, and a voice that does not take itself too seriously.
Stand out in a serious-faced specialty market.
Specialty coffee leans earnest and minimalist. Groundskeeper Willie needed warmth and wit to stand apart on the shelf and at the bench, while still reading as genuine specialty quality.
Cool beans, cheeky brews.
A playful voice and a character-led identity gave the roastery personality, turning packaging into something people keep and talk about. The reusable tasting-card box made the packaging a keepsake and the first sip a small ritual.
From the bag to the storefront.
The brand stretched across the coffee range and cold brew, into infused tea drinks, and out into brand extensions including launch signage and merch, all carrying the same wit and warmth.
Still pouring.
The brand launched and is still going strong, with a system that reached from packaging into signage and merch and gave a small roastery an outsized personality.