THE VISION
Excite coffee drinkers with exquisite quality they can taste.
Crosscut Coffee is on a mission to transform regular coffee drinkers into full-fledged coffee enthusiasts.
the brand goals
Dedication
Through dedication to every step of the process—from bean to brewed—they celebrate the fine details that help coffee drinkers find their perfect cup.
Sustainability
A healthy environment ensures better coffee beans for all. By adopting and supporting sustainable practices, like up-cycling, Crosscut aims to chop their carbon footprint.
Ambition
Crosscut will transform Toronto by showing that really good coffee doesn’t have to be fussy. It just takes a little exploration to find your right blend.
The Creative Direction
Crosscut is inspired by the sawdust, workers and lumber that powered the hard-working town of Stouffville at the turn of the 20th century. The brand used imagery of hand saws, wood grain and circular saws to create a strong identity that any toughened sawmill worker of the 1800s would be proud of.
The Brand Naming
Selecting a business name can be one of the toughest elements of branding. The Crosscut Coffee name was inspired by Stouffvilles sawmill-filled history, and chosen for its memorable alliteration and the availability of domain names.
The Logo
Strong, distressed lettering family is clean and modern, making it easy to see and read at a wide range of sizes, while the rustic distressing and styling of the type family gently nods to type used by hardworking industries of bygone times.
Rustic + Distinctive Main Identity
The Packaging
Crosscut’s ever changing seasonal and small batch roasts required a simple, flexible packaging design. We created a color coded label template, to allow for in-house customization and clear differentiation between seasonal, single-origin and signature blends
The Launch Plan
The first year for any brick and mortar can be make or break—to help Crosscut start strong, we developed a plan for Pre-launch, grand opening, post-launch brand tools and marketing tips.
