Tank Coffee: Branding
January 19th, 2010
As huge coffee lovers there were big smiles when Tank Coffee asked us for some pointers on their branding. Inspired by the movie Black Gold, the collective “who care as much about the farmers, as they do about the flavour” jumped on a plane to Ethiopia and Kenya to meet the coffee bean farmers:
“We wanted to know where our coffee was coming from, who was growing it, how much they were getting, and who else was in the supply chain before it got to us.”
“We wanted to see with our own eyes what each farmer was really getting for their hard work and harvest. To make sure our coffee was as fresh as can be, we also wanted to roast the coffee ourselves.”
Our good friend Jez Clark is part of the collective and has created some wonderful copy and a great tone of voice. Reading about the farmer who grows the bean, its journey and the name of the roaster (Garth), makes buying coffee interesting and rewarding. The website is still in its infancy but don’t let that stop you ordering. We’re currently buzzing on the Ethiopian Sidamo Grade 2. Mmmmmm.
