Brand Strategy · 2025
A name worth waking up for
Harborline Coffee
+140%
Wholesale enquiries
+3
Retail chains
9 wks
Rollout
Overview
A full strategy and identity for a specialty roaster that knew its coffee but not its story.
The challenge
Harborline had exceptional coffee and a forgettable brand that looked like every other third-wave roaster on the shelf. Wholesale buyers couldn't tell them apart from a dozen competitors.
Our approach
We ran a strategy workshop to find what made them different — a stubborn devotion to a single trade route — then built a warm, editorial identity and voice around it, from the name architecture to the bag.
The outcome
The rebrand landed them in three new retail chains, and their own team finally described the company the same way. Wholesale enquiries rose sharply within the first quarter.
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