Reunion Coffee Roasters
Designers | This project was initiated by our in-house senior leadership and marketing team. The design work was completed in collaboration with BlackJet, a locally-based, third-party design and branding agency.
Location | Oakville, Ontario, Canada
Launch date | July 1, 2019
First and foremost, we wanted our new branding to both preserve and modernize our heritage and legacy as one of Canada’s top specialty coffee roasters. It was important to us that our new look maintained some familiar elements to help ease the transition for our diverse customer base, while at the same time introducing new elements—an updated color palette, font selection and secondary icons—that would help support the company’s plans for future growth, innovation, and expansion.
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Our new identity was also tasked with the responsibility of communicating our company name change (the removal of the word “Island”) which strengthened the brand focus on our roasting capabilities. In addition, in keeping with the goal of modernizing our look, the launch of our new brand helped us to usher in a change in our leadership team, where our founder Peter Pesce, a pioneer in the Canadian coffee scene, transitioned the role of President to his son Adam Pesce. Probably one of the biggest design challenges we faced with this project was using our new brand to prominently showcase and communicate our commitment to sustainability and our impact as an organization. This was solved by making our many certification logos and other key elements of our sustainability brand copy central to the design of all packaging, print and digital assets. For example, most of elements of our design incorporate the logo of our B Corporation certification, a framework we use to continually measure and evolve our work in operating as a sustainable business. And almost all of our design assets feature a certification logo(s), such as organic, direct trade and Fair Trade, giving us the opportunity to convey our environmentally conscious practices. Finally, we wanted the brand to communicate our passion for making exceptional-tasting specialty coffee in a sustainable, humble and approachable way. We wanted to demonstrate our expertise in the industry in a confident, authentic, energetic way and showcase our commitment to doing right by our customers. As a family-owned specialty coffee roaster, we wanted our customers to see this new design as a renewed and invigorated approach to using coffee as a force for good in the world.
