Building a brand strategy and visual identity that fuels good work in the community

Good Work Coffee believes community workers deserve better starting with something better than burnt breakroom coffee to fuel their days. A brand concept built on advocacy for people who give so much of themselves and receive so little in return, Imaginaria Creative made GWC’s brand identity reflect the positive, feel-good vibes community workers need to foster belonging and fuel their important, challenging work.

Conscious consumerism meets a community-driven mission

Imaginaria Creative took GWC through a full brand strategy workshop with a goal to answer one simple question: What makes GWC different from all the other third-wave coffee shops out there? For GWC, ethical trade practices and sustainability initiatives were only the beginning. The strategy workshop uncovered that the true “why” behind GWC was to invite the entire community along in supporting the people who work every day to improve the community where we all live, work and play.

A visual identity that encourages you to start your day the right way

We built GWC’s brand identity with the people at the heart of its mission in mind. Being a community worker is hard. Their morning cup of coffee should set the tone and energy for their day. We infused GWC’s brand with bright colors and feel-good illustrations that give them the fuel to tackle their hard, importan, human work one day at a time.

Drinking GWC = Supporting your community

Good Work Coffee invites consumers to make a difference with their everyday coffee purchases, including retail coffee beans. Every bag purchased helps fund initiatives that support the development and well-being of community workers. Each bag depicts a thriving community where locals engage with each other and honor the unique story behind every coffee’s country of origin—as ethical coffee consumption should be.

What can I get for you? And how would you like to support your community today?

We inserted ways for the community to get involved in GWC’s mission across every brand touchpoint. From the “Buy a cup. Give a cup.” sidewalk sign to the do-gooder of the month award, community members who recognize the good work done by their community workers can show their gratitude and pay it forward any time they drop in for their daily dose of caffeine.