Businesses are always evolving and Sprocket Roasters is no exception. Sprocket coffee Roasters aim to mix creativity with sound scientific principles, bringing you coffee roasted in the most sustainable way. What started as a local coffee house has evolved in a new direction; Sprocket has grown into a well-oiled coffee roasting machine, operating out of a warehouse located in the industrial heart of Newcastle.
Sprocket Roasters pride themselves on their environmentally conscious roasting technique that runs on biofuels and café waste, offering only biodegradable and recyclable packaging, which reduces not only their carbon footprint but those of their wholesale customers as well. This transition from café to wholesaler required a brand refresh that carried Sprocket’s personality and core values over to their new direction, while giving a modern, clean, and sophisticated atmosphere to the brand.
Owen Signs had the task of conveying Sprocket Roaster’s new direction through a branding refresh. The Sprocket brand already had such a quirky sense of individualism and personality and we didn’t want to lose that in the branding transition. Instead, we aimed to capture the unique, carbon conscious character of the company and use that as the building blocks for the rebrand.
When a company refreshes their brand to reflect their evolution it is important to keep elements from the original brand for recognisability and to reflect the company’s growth. Sprocket’s original logo consisted of a sprocket symbol, we refined this symbol in their refreshed branding, keeping the design minimal and clean. By refining the treatment of type in the logo we created a modern, sophisticated feel to the logo that could be easily translatable over many different mediums including the website and product packaging. Our colour treatment steered away from the original warm orange and brown tones, and instead we created a colour palette derived from the original retro feel of the brand that represented the growth and evolution of the brand as a wholesaler without losing any of the brand’s individuality. Sprocket Roasters’ original brand had an underlying outer space motif running through it. We were able to continue this theme to strengthen the personality of the brand during the refresh, by utilising type and colour we created individual personalities for each of Sprocket’s blends.
Imagery plays such an important role in any brand and the Sprocket Roasters branding refresh was no different. We created a sophisticated atmosphere through use of dramatic black and white photography, juxtaposing heavy machinery against organic roasting. These photographs, taken throughout their warehouse, represent the evolution of the brand from a café to a wholesaler while showcasing their unique roasting process. Owen Signs also used illustration throughout the refresh of the Sprocket Roasters’ branding. This not only gave the brand a quirky element that sets them apart from the rest, but embodied the unique handcrafted approach to the roasting process.
All of these design elements combined with budget and environmentally conscious reproduction methods result in a consistent, uniform design style throughout packaging and business stationery, representing the new direction that Sprocket Roasters is heading.