Foundation Coffee Co.
Foundation Coffee Co. is a Tampa staple, drawing many locals and St. Petians from across the bay to its industrial space for delicious coffee and tasty pastries. When the owner, Jason Smith, contacted Hype Group looking for a refresh of the Foundation brand and a packaging concept for its newly bottled cold brew coffee, we were stoked.Scope
Branding
Packaging
Branding
We first did a deep dive into their current brand, taking stock of what was working well, what needed to remain intact through the refresh, and what could be improved. We proposed a cleaner logotype, new typography system, and custom icons to represent the three pillars of the business: Coffee, Community, and Outdoors.
Further exploration led us to refresh their port-a-filter symbol, turning it into a balanced, simple mark that could be owned across all locations, including the newly established Sparkman Wharf location. We also delivered updated print collateral, a unique direction for their digital presence, and a cohesive brand system to be applied to their coffee packaging.
Packaging
Next up: the cold brew bottles. We wanted to put emphasis on the name “Foundation” above all else. We felt that a minimalistic design screen-printed on amber bottles would accentuate the simple and clean nature of the refreshed brand. We applied that same label structure on their ground coffee packaging, but recommended they be produced in paper tubes rather than the common coffee bag for an element of differentiation. We accented each flavor of coffee with a unique color that would highlight the region each came from.
In a city with coffee shops popping up so frequently, it was important that we set apart Foundation Coffee Co. as one of the veterans. In the end, we delivered a refined brand that communicated their core values, and differentiated their business in the local landscape.
