SERIOUSLY GOOD COFFEE
If you want to test your bravado, try launching a new coffee onto the market. It’s already at mega-saturation point, so you’d better be different about it. You have to stand out like the proverbial and really make a difference to an evermore sophisticated customer. George Sabados is just such an Australian. He’s a true coffee industry guru who wanted us to develop a brand that brought all his experience, knowledge, global search for great beans and fab roasting techniques to the fore – with a little twist.
We developed a brand that directly conveyed all the mysterious methods and components that go into roasting a coffee bean with greatness. But most importantly, we brought to the front the ‘alchemy’ that comes from blending just the right amount of Arabica with the right amount of Robusta, combined with just a hint of the uber-expensive Papua New Guinean “poo poo” bean. Yes, coffee beans loving consumed and then excreted by wild Civet cats. We’re not joking. Which George crawled across miles of bushland to buy from the grower. The lengths we go to bring you the best coffee? Seriously.