Reunion
A brand refresh for Canada’s largest independent coffee roaster.
THE IDEA
Share the Craft: A brand refresh rooted in origins, quality and sustainability.
We created a refreshed identity that honoured Reunion’s history while positioning it for the future. The new system included a redesigned logo, modernized packaging, collateral, store environments and merchandise. Packaging itself became a storytelling tool, educating consumers on origins and flavour while reinforcing craft and credibility.
A
Where the audience is headed
Coffee lovers crave premium experiences without the pretension.
The rise of socially conscious early adopters created demand for coffee that balances quality with accessibility. This was an audience looking to feel good about their choices while enjoying a premium, approachable experience.
B
Where the brand is headed
Passing the torch to a new generation of leadership.
Reunion Coffee Roasters had long been a family-owned B Corporation committed to craft and sustainability. But with the next generation taking over, the brand needed to evolve for a new era of growth
C
Where the culture is headed
Coffee is culture, not just a commodity.
Coffee culture is mainstream culture. Consumers are embracing brands that stand for more than caffeine, blending craft, community and sustainability. Reunion had the opportunity to reintroduce itself as a cultural brand with both credibility and warmth.
The brand is strategically positioned to expand its footprint and attract a new generation of coffee drinkers.
Packaging now plays an active role in educating consumers on flavour and origin.
A cohesive new identity system ready for retail, cafés, digital and new product lines.