Designed by Landor | Country: Australia
“o give the brand its voice, we took inspiration from the shops’ office-lobby locations and borrowed the corporate speak that a professional endures daily. The name we chose, Good Company Coffee, or Good Co. for short, is a dual play on the ideas of “being in good company” and “enjoying good coffee.” Language plays an important role in the expression of the Good Co. brand, and through the use of double meanings and wordplay, we turned business jargon into dryly comedic, relevant commentary that also describes the varieties of coffee. The brand voice works in tandem with a black-and-white illustration–based visual style that similarly draws from corporate culture with infographics, iconography, stylized charts, and graphs. From the store environment, menus, packaging, and barista behavior—it all adds up to a strong and entertaining experience.”
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