Honest Grind Coffee is a London-based artisanal roastery with an important mission. Not only do they roast exceptional coffee, but they also provide vulnerable young individuals in London with tailored training and industry-standard skills through their employability program. Honest Grind Coffee believes that everyone deserves a chance at a better life, regardless of their circumstances.

Supported by Camden Council’s Integrated Youth Support Service and driven by a passion for making a difference, HGC takes pride in paying their employees the London Living Wage and reinvests all earnings into empowering young people. Based on the Sommers Town Estate near Euston Station, the roastery aims to make a lasting impact on the local community. The project has also been backed by the Mayor of London, Sadiq Khan.

Oat Studio was entrusted by Camden Council to develop a compelling brand identity for Honest Grind Coffee. Oat Studio collaborated closely with the Camden team, from the initial stages of naming to the comprehensive launch strategy. Their initial involvement encompassed various aspects, including packaging design, web design, on-site graphics and branded merchandise, and they continue to be a partner on hand for design needs when required.

The main goal was to create a brand that would stand out in a saturated coffee market and exude a premium quality feel. Upon further exploration, customers would discover the brand’s compelling story and understand how their purchase directly supports young people in their journey to meaningful employment. Choosing an appropriate name was crucial, conveying both a lifestyle product and the social impact of the brand. The result was ‘Honest Grind’ – a name referencing the dedication and resilience of young individuals, as well as alluding to the coffee grinding process.

Influenced by site visits to the roastery with its sparse, factory-like setting, Oat Studio aimed to create a strong yet simple visual language, avoiding any fussiness. The solitary coffee roaster in the vast white industrial space became the inspiration for the logo and supporting graphic style. Using basic geometric shapes, the Oat designers crafted a minimalist representation of the coffee roaster, resulting in a distinct icon incorporating the brand’s abbreviated letters. A playful and punchy pattern inspired by factory building shapes was created and applied to coffee pouches, murals, and mailer boxes. Certain aspects of the branding are intentionally created to be hand-applied, such as ink-stamped logos for paper cups, and individual stickers for packaging, to ensure that there are ways for people of all abilities to contribute.

Developing a range of branded merchandise for the employees played a significant role, fostering a sense of belonging and pride within the HGC team. Caps, T-shirts, badges, enamel mugs, and stickers were among the items that created a strong connection to the brand.

While the new identity highlights HGC’s commitment to social change, the design also speaks to the artisanal, premium qualities of their coffee, appealing to a wider consumer audience. Oat Studio are proud to work with Honest Grind Coffee, as they deliver an extraordinary experience to coffee lovers, whilst making a lasting impact on the lives of young people.