Triple Co is a Bristol-based speciality coffee roaster that began in 2016. Six years after opening, they tasked Angel & Anchor with taking to the drawing board to create a rebrand with a significant shift in personality from their original brand.

Founder Jo Thompson started in speciality coffee through the inspiration of Copenhagen laboratory-style brewing. Down the line, he found himself in Flordia with King State Coffee, connecting with a more personable and vibrant approach to the coffee industry. Triple Co came to evolve through Jo’s mixed influences and experiences, resulting in a collection of design elements that lacked connection. The original branding was, at its core, reflective of the minimalist style of brewing that sparked the beginning of the roastery. Brand elements were a mix of clean lines, a sans serif logo, a monotone colour palette, gritty illustrations and hand-drawn lettering. As a mismatched collection of elements, their personality felt compromised rather than unified.

After six years in the industry, Triple Co’s passion and experiences evolved. More charismatic and confident than their younger selves, they outgrew their branding and sought an identity coherently true to themselves. With a new, secure sense of self, they wanted the new branding to reflect their story and values wholistically.

Triple Co. are a perfect example of professionalism and personality co-existing. They are dedicated fixers of espresso machines, classic cars and greasy machinery in between. Their dedication to excellence hasn’t dented their spunky attitude. This adventurous, down-to-earth bunch aren’t afraid of getting their hands dirty as they make waves in Bristol and beyond.

Getting into the brand identity, the logotype is uniquely quirky as a hand-drawn serif. It is grounded, human and compliments the many other brand elements. An extended type lock-up collection allows an engaging but cohesive brand expression so that the logo best suits its placement. A secondary custom monogram logo features a spiral connecting its letters, reflecting the sense of motion in brewing coffee throughout the brand.

The secondary, heading type is Santa Ana by Hoodzpah Design. The primary use of italics extends the theme of motion through the brand. It’s character itself feeling like retro garage signage and American car ads. This type has a starring role, carrying a lot of the brand personality in packaging, website design and accompanying print material.

The core logomark is inspired by the three arms of a roaster machine and also Triple Co.’s three core values. Hand-drawn and conveying motion through flowing curves, the mark also encapsulates the processes of flowing water and the energy of heat in roasting and brewing.

The brand colours further characterise Triple Co.’s ethos and personality. A leafy green represents the source of the coffee plant, and blue reflects the water to brew the coffee. Black adds contrast to the palette and reflects the grease and grit of the hands-on approach to servicing espresso machines and cars.

Influenced by oil spills and fluid motion, the main pattern on the packaging brings playfulness and vibrancy to the brand. Packaging labels feature a hint of tongue-in-cheek through photography, interpreting each roast’s abstract flavour notes through food, a quirky object, animal or scene. The coffee details on the labels unconventionally use type to frame the photo, lightheartedly leading the reader’s eye around the image.

In messaging, slogans like “Keep It Funky” and “Cool Kids Drink Triple Co.” tie the brand’s core values, spunky personality and visuals together. Mailer packaging includes more lines that embody their chilled-out, friendly tone, like “Get Your Sip On.” Enthusiasm overflows in “Doin’ the Damn Thing” on the bottom of the coffee bag, and their drive for quality in the phrase “Built For Better” features their very heart on their sleeve.

“The Doods for Brews” ooze chilled-out gritiness as an expert business built upon down-to-earth values. After seven years in the industry, their rebrand brought about significant change in their identity, matching their energy and personal, adventurous approach to the coffee industry.