With the goal of standing out in an already crowded coffee market, Te Aro wanted an identity that conveyed a sense of quality, trustworthiness and fun to promote its locally produced, air-roasted premium coffee. The new company's identity, packaging, website and signage also needed to convey credibility and create instant presence to support growth in wholesale and service contracts for high-end restaurants and cafes.

Akendi first conducted a workshop to help determine the audience, brand contact scenarios and the competitive landscape, which was used to guide the design process. The solution is a simple, modern and bold design that reflects the distinctive yet approachable qualities of Te Aro Roasted. The warm and inviting colour palette incorporates colours chosen to reflect the natural beauty of coffee berries and beans and to represent Te Aro's exotic coffee flavours.