Good Grind started as a branding project to build on portfolio but evolved into a broader body of work. Good Grind is a fictional coffee roaster & supplier of coffee related goods & branded merchandise. The brand has a foundation of altruistic values centered on the good of people, driving consumer changes in behaviours with a sustainable & eco-conscious view. Adopting the narrative of Aesops fables to speak to the brands core values was intentional to engage customers in a wider discussion about empathy, selflessness & giving back. The added layer of storytelling to surprise & delight differentiates Good Grind from their competitors & creates customer connection to a brand that has a positive impact on the environment & humanity.

A set of brand assets were born inclusive of naming, brand identity, logo creation, custom display typeface & digital illustrations.