Cut Ground Coffee is a boutique blend coffee bean brand with a distinctive, rich taste that prides itself on using ethically sourced beans of the highest quality. Cut Ground Coffee was set to enter a retail landscape saturated with other coffee brands. Cut-through branding and packaging was needed in order to set them apart and highlight the genuine story and worthy ethos behind the brand.
The creative concept was informed by the coffee plantation process and inspired by the brand name. Every 3 years the cropping of the coffee plant is almost cut to the ground to encourage vigorous growth, however, in contrast to other plantations, they are shade-grown shrubs. This prevents clear-cutting of forests for full-sun plantations and less damage to the environment.
