Wren & Co.
A small-batch roaster with beans on the shelf and no visual identity — we built the brand from the wordmark up, then the site to carry it.
Client
Wren & Co.
Category
Coffee Brand
Timeline
18 Days
Services
Brand Identity, Web Design
Wren & Co. came to us with a roaster, a name and a garage full of green beans — but nothing that could go on a bag, a sign, or a homepage. There was no logotype, no color system, nothing beyond a placeholder theme borrowed for the Instagram link in bio. The brief covered both ends at once: “we need people to trust us before they've tasted anything.”
Three decisions that shaped the brand.
A wordmark before a website
Wren & Co. had beans roasting and a name, but nothing to put on a bag. We designed the WREN & CO. logotype in Playfair Display with a gold full stop, and let that serif-and-gold system carry through every page — not a generic sans-serif placeholder standing in until 'later.'
Warm, not loud
Most specialty coffee brands reach for bold red-and-black or stark minimalism. We built an ivory-and-gold palette instead — one that reads considered and small-batch, distinct from the 'bold roast' cliché every other bag on the shelf is chasing.
The pour, not the pitch
The hero puts a live pour directly beside the promise copy in a split layout, so the product is the first thing you see — not a paragraph you have to get through before any coffee shows up.
Brief to launch.
18 Days
Brand + site, start to launch
Days 1–4
Discovery & Strategy
Audited the existing roastery signage and packaging, and defined a positioning that pushed against the 'bold roast' clichés the category defaults to.
Days 5–9
Identity Design
Designed the logotype, the ivory-and-gold color system, and the Playfair/Inter type pairing — built as lockups ready for packaging, not just a website header.
Days 10–16
Web Design & Build
Built the hero, shop-by-format tiles, seasonal collections grid, heritage story, the 'As Brewed' gallery, store locator and newsletter capture.
Days 17–18
Review & Launch
Two rounds of revisions with the roastery team, launched alongside a refresh of the physical store signage.
What the brand actually did.
Launched as a complete package — identity and site went live together, alongside refreshed signage at both locations.
Roastery locations rebranded at launch
Lift in subscription sign-ups post-launch
Of site traffic from mobile
Average time on site