Australia’s coffee consumption is running at an all-time high with more than a billion cups of coffee consumed in cafes, restaurants and outlets each year – a 65% increase over the last 10 years. Good Company was started by two established café owners who were conscious of the fact that good quality coffee was paramount for professionals. They set about acquiring a series of cafes, focussing on the ground floor lobbies of office buildings.

The position of the cafes in the lobbies of corporate buildings meant that casual traffic was not scalable and revenue growth would require top of mind awareness beyond the lobby. The challenge was to create a strong brand that would build its own position in the market and generate strong customer loyalty, an experiential idea that would not only differentiate and engage the café’s daily audiences, but stay in mind after purchase. It would need to drive naming, messaging, packaging and retail with equal impact and recall.

No results to date.

After developing the brand promise 'a break from the routine', we committed to creating a witty, genuine brand. Our recommended name, Good Company Coffee or Good Co. for short (a dual-play on 'being in good company' and 'enjoying a good coffee'), was simple enough to inspire an entire verbal and visual world. We turned the corporate dialogue your average suit would endure into humorous, relevant commentary. The black and white, illustration-based visual style became the platform for wordplay, double meaning and dry comedic effect. Good Co.’s personality colours the brand’s many expressions, from environments and signage to packaging and barista behaviour.