You can now make your house a coffeehouse with the hand-roasted coffee from Union. The independent small-batch roaster in East London is perfect for the discerning coffee lover, offering brews with outstanding taste. Union turned to Studio Output for a new brand identity, hoping to become more recognizable among the coffee enthusiasts’ crowd. The goal was to communicate the premium quality (Union won’t sell a coffee unless it scores 84+ on the SCAA sensory scale) and to also simplify visual elements.
“By really getting to know the people and the brand, we discovered that Union is not just about sourcing and small-batch roasting the highest quality coffee, but also helping everyone to prepare the perfect cup every time. This challenges the elitist perception of the industry, recognising the brand’s role as a friendly and welcoming ‘coffee pioneer’ that would live throughout the work.”
“To communicate quality and simplicity, we stripped the logo back to an elegant typographic device, with the ornamental ‘U’ representing the handle of an espresso cup. When contracted to a shorthand mark, this combines with the underline to create an iconic cup & saucer device.”
