A coffee business doing three jobs.
And a brand built for only one.
7 | 27 roasted its own coffee, supplied cafés and offices, and serviced the machines that kept those businesses running. The value was already there. The problem was that customers could not see the whole system: the range felt fragmented, the packaging could not stretch across changing lots, and the service business lived apart from the coffee brand.
We turned it into one connected identity — built to work on a shelf, in a café, inside a sales conversation, and across a future digital storefront.
The packaging had to sell coffee. The brand had to carry everything else.
This was not a logo exercise. We mapped the product range and the way the business actually made money, separated home, B2B, and service journeys, then built a brand system flexible enough to serve all three. The result is calm at first glance and operational underneath: one recognizable base pack, a removable product-card system, six colour-coded coffees, two production formats, a revived mascot, and a digital structure ready for the next stage of growth.
One milk-coloured base pack. A removable colour-coded card for each lot — new coffees enter the system without a new bag.
A strong local operator hidden inside a fragmented offer.
The range created another problem. Permanent blends, seasonal lots, tea, syrups, equipment, and service all competed for attention. Treating every item as equally important would produce a complicated catalogue and an expensive packaging system. Treating the project as a visual refresh would leave the commercial problem untouched.
The identity needed to clarify what 7 | 27 stood for, make coffee the hero, and still leave room for everything that supports the cup.
We designed from sales behaviour, not from moodboards.
That led to a simple positioning idea:
7 | 27 — coffee that works.
For someone at home, it means a coffee that is easy to choose and enjoyable to brew. For a café or office, it means a consistent cup and a dependable supply partner. For the service team, it means keeping the equipment working and reducing downtime.
One line connected the product, the business model, and the practical character of the company.
Premium enough to trust. Warm enough to remember.
We also brought back Justin — a bear with roots in the original Just Coffee story — and redrew him as an adult, single-colour barista character. He adds warmth without turning the brand childish, and he can move from packaging to stickers, merchandise, social content, and the coffee shop itself.
The result is a brand that feels local without leaning on obvious city symbols, and distinctive without borrowing the visual language of global specialty-coffee brands.
One base pack. A new coffee in minutes.
We separated the permanent brand from the changing product information.
The milk-coloured base bag carries the 7 | 27 identity and Justin. A removable colour-coded card carries the lot number, origin, process, tasting notes, roast date, and weight. Permanent bestsellers can keep a stable colour, while seasonal coffees enter the same system without requiring an entirely new bag.
The system was resolved in two production formats, with legal copy, service information, seal zones, valve placement, minimum type sizes, and print separations accounted for. It was delivered as editable production artwork, print-ready PDFs, colour specifications, logo files, labels, and product cards — not just mockups.
The service business stopped feeling like a footnote.
The digital strategy follows the same logic. Instead of one long catalogue, the proposed experience creates three clear entrances:
choose coffee for home;build a coffee solution for a business;get a machine back into service.
Behind those entrances sits a structured catalogue, a fast coffee finder, repeat ordering for partners, B2B pricing logic, equipment guidance, and service requests. The website prototype was designed as the operational extension of the identity — not a brochure pasted on top of it.
From a collection of offers to a brand that can scale.
Most importantly, the identity does not ask the business to become something else. It makes the business that already existed easier to understand, easier to buy from, and easier to grow.
Anyone can make one beautiful coffee bag. The harder job is building a system that still works on the sixth lot, the second format, and the next stage of the business.
Have a strong business hiding inside a fragmented brand?
We build identity and content systems around the way a company actually works — so the story becomes clearer, the assets become reusable, and every customer touchpoint pulls in the same direction.