Originally established as a humble coffee house on Melbourne’s Lygon Street in 1962, Grinders Coffee had a unique origin that wasn’t being represented as part of their brand story. They approached us to refresh their visual identity and website to more accurately communicate the brand’s rich heritage and passion for coffee making.
Until 2014, the brand's online presence was corporate in its aesthetic and failed to provide an emotional connection to their consumers. We wanted to go back to the essence of the brand – quality coffee. Speaking to staff and customers and hearing them reminisce about the early days furnished a glimpse of that welcoming atmosphere of the original Lygon Street shop and the smell of freshly roasted coffee beans overtaking Melbourne's famous Italian Quarter back in 1962.
This became our inspiration. We wanted to create an experience around the brand and turn the Grinders Coffee site into the go-to destination for lovers of coffee – replicating the feeling of walking into the Lygon Street shop and presenting Grinders as a company that stands for authentic coffee making.
As a result we ended up creating an online destination that captures that passion for coffee and educates users about Grinders story and craft. The design utilizes bespoke photography that is rich in colour and textures to further emphasise the old-school craftmanship behind the Grinders bean.
We took an editorial approach to the layouts, contrasting the photography with bold typography, supporting illustrations, custom maps and strong graphical elements.
“... hearing them reminisce about the early days furnished a glimpse of that welcoming atmosphere from the original shop and the smell of freshly roasted coffee beans overtaking Melbourne's famous Italian Quarter back in 1962.”
Jack De Caluwé – Creative Director at Future Büro (2015)