Our new identity for the Electric Coffee Company came from the founder’s desire to light up the world of coffee. Based on this newly articulated brand idea we took inspiration from old electrical circuit designs – with their electrons, conductors and resistors – and created a rich visual world encompassing everything from coffee packs (from their own roaster in East Sussex) to the design of their West London shop.
Electric Coffee Company – inspired by one of the founder’s grandfathers who worked at the English Electric Company – is founded on values of hard work and respect for manufacturing and industrial processes. With an ambition to honour the work of everyone in the coffee chain – from grower and picker through to roaster and barista – we created a brand strategy that positioned ECC as a guide to all things coffee. We used a slightly off-primary colour palette and the metaphor of the electrical circuit to find the coffee shop’s flexible new identity, allowing us to branch out with bigger patterns and graphic elements, whilst emphasising the sense of interconnectedness and rootedness in manufacturing.