Founded in the late eighties by Henry and Leila Little, Little’s journey started on a trip to California where they found inspiration in the way Americans roasted their coffee by infusing all natural extracts. Upon their return home to Finland, they felt compelled to do the same and began roasting their own beans, infusing them with their favorite flavors and officially launched Little’s. The creativity in flavor profiles, unique to the market at the time, helped Little’s become a serious competitor in the Nordic coffee market. In the nineties, the Little’s family and their company picked up and cruised over to the United Kingdom where they’d launch Little’s Instant Coffee.

Fast forward thirty years and their son Will Little—who also has a background in graphic design—is running the business alongside his wife, Caroline, a former fashion designer. Together, they’re combining their experiences to launch the company into its next phase, starting with a stunning rebrand.

To learn more about the inspiration behind the rebrand, we caught up with Will Little.