It’s one of the most competitive consumer categories today. New players continue to flood the small-batch, specialty coffee roasting market — all seeking to generate awareness and interest while carving out their own unique niche.
Unlike these new entrants, this local coffee roaster was well-established, with a well-deserved reputation for quality and service among Boston’s premier restaurants. Like the third wave coffee powerhouses, they had a deep commitment to creating artisanal coffees, responsibly grown, harvested and processed.
Where they differed was their ability to connect with the hipsters who, in large part, have fueled and sustained the growth of specialty roast coffees. While their approach to micro roasting was on the cutting edge, the brand was decidedly less so. That’s where GrayMatter came in. We were tasked with creating a look and feel and voice that would resonate with the indie cafes and coffee houses while maintaining a connection with their legacy.