“Square One Coffee is a small roaster and coffee retailer in Lancaster City, Pennsylvania. They currently operate a single establishment in the downtown business district where they only roast 100% organic and 100% Fair Trade Certified™ beans, making them one of the few roasters in the region to do so.
New ownership took over Square One in 2007 and saw an opportunity to grow the brand and compete on a larger level. They believed in the excellence of their product but realized they needed to elevate the aesthetic of their presentation in order to attract more wholesale customers and the ever fickle retail buyer.
After reviewing their existing brand and core values, it was agreed to pursue communication geared around the ideas of a “passion for coffee” and a “belief that people matter”. Also important to communicate was the unique nature of their operation (100% organic, Fair Trade and roasted on location). Their first goals were to refresh the current logo and completely overhaul the packaging, in hopes to increase sales and drive a new awareness of the brand’s professionalism.
A refreshed logo and packaging were developed that communicated the key sales messages and created a raw aesthetic that was instantly embraced by their customers. Packaging experienced a 50% sales increase in the first week of launch and sales remain strong. Additionally, the packaging is in the process of being sold in Whole Foods stores in the Philadelphia market, potentially one of the biggest wholesale opportunities the company has ever experienced.”
Designed by Lancaster Pennsylvania based The Infantree.
