Brand Repositioning and Identity Design for Iconic Coffee Roastery
Atomic Coffee Roasters
Established in 1992, Atomic is one of Auckland’s espresso pioneers. Whilst over time they’d maintained their high product and service quality, their brand and business performance was punching well below its weight.
Atomic engaged us to reposition and re-brand this iconic New Zealand coffee company to differentiate itself in an increasingly trendy and cluttered market.
We took an insight-led approach to the project starting with an empathy stage that involved: consumer empathy, visiting and interviewing cafes, reviewing competitors and spending time with key staff e.g. roasting, sales, delivery, customer service, baristas and other café staff and equipment servicing.
From this approach of looking through the lenses of the market, consumer, customer, competitors and brand and we identified a unique and untapped story to tell. This resulted in a new brand strategy and design for Atomic, which lead to not just an increase in sales performance, but also an increase in team culture.
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