Good Grounds was born out of Alex's deep love for coffee and cherished memories of her mother's morning coffee rituals. Their mission is to effect substantial global change by fostering a community of socially responsible consumers and farmers, making ethically grown and high-quality coffee more accessible for those seeking an elevated coffee experience. Alex approached us with a vision to create a brand that would not only stand out in the competitive coffee market but also align with her commitment to sustainability and transparent sourcing.

In crafting the brand identity, we wanted the logo to embody both the brand's heritage as well as its modern direction. We retained the original 'G' in the brand name as the symbol for the brand but elevated it with a fresh and contemporary look. The new 'G' subtly represents circularity and echoes the brand's commitment to sustainability and responsible sourcing. For the packaging, we stepped away from conventional norms, choosing a bold and minimalist design that doesn’t conform with the usual layout of coffee packaging, in order to stand out from the competitors.

As Good Grounds are planning to focus mainly on e-commerce going forward, our goal was to revamp the website to be clean, modern and much more user-friendly. The primary challenge was to create an experience that felt modern while also effectively communicating the brand's ethical and sustainable values. As with the packaging, we wanted to make it clear where the coffee beans are coming from, so we added the farm name and location right underneath each product name and created a dedicated section for each product page to share the unique story of each farm and its growers.