Coffee Collective Rebrand

Our work for Coffee Collective revitalized their brand identity and raised sales among their most sought after coffee beans while putting an even bigger focus on the coffee farmer. We built a new visual identity breathing life into their famous triangles by creating a dynamic algorithm. Since then they’ve used our guidance to produce even more sustainable coffee bags in mono-material plastic.

Mia Bjergegaard
Kirk, Hatch and Bloom
3 min readMar 19, 2020


The Problem

After more than 10 years of growth and being a world-class coffee maker, Coffee Collective felt they needed a breath of fresh air. We got the honor of working together with them on designing a coffee brand for the 21st century.

The coffee farmer is a core component in Coffee Collectives’ strategy to make some of the world’s best coffee. They pay the farmers above market price, sometimes several hundred percents for their top quality beans.

However, Coffee Collective didn’t feel that they told the story about their strong collaboration with farmers well enough and wanted help to tell that story.

Another core element of Coffee Collective is their well-known triangles. It was an important part of their visual identity and they wanted it translated into the new visual brand.

Our Proces

Centered around a set of intensive work sessions with the founders of Coffee Collective, and several in fields interviews with their customers, Kirk, Hatch & Bloom build a brand strategy focusing on the quality of the beans, the farmers and the coffee collective brand.

Working with the founders and their customers, Kirk, Hatch & Bloom was able to built a story and language about their farmers. This resulted in a new packaging design featuring the coffee farmers’ name on the bags as the highlight.

Together with Coffee Collectives founders we also visualized a new “quality bonus” to illustrate how much the coffee farmer was paid above market price.

As for the new visual identity we created an algorithm and a piece of software, which made Coffee Collective able to animate several thousand triangles at once. This made them able to generate dynamic graphics at the click of a mouse button.

The triangle also became a centerpiece for the new bespoke typeface “Caffeine Type” which we made by dragging a triangle to draw letters.

Our Output

  • Design strategy
  • Brand strategy
  • User study
  • Stakeholder workshops
  • Prototyping
  • Packaging mapping
  • Visual identity
  • Copywriting

Learn More

If you want to learn more on how you can do a succesful rebrand and be more sustainable, then you can always reach out to our Director of Sustainable Design, Lotte Lyngsted Jepsen on or call her on +45 25103052