Quaerat Fuga

The rebrand features a couple of current design trends in its use of retro type and charming illustration. However, here the latter extends beyond a singular mascot to a fictional brand world, featuring three characters who are intended to be flawed yet relatable as they go about striving for change.

The characters, which are illustrated by Freda Lai, senior designer at Anak, extend across all brand touchpoints, and are featured on packaging, the website and social, on stickers and rolls of tape. They are accompanied by witty copy, which articulates the benefits of both coffee and sustainability. It all adds up to an entertaining way of tackling a serious subject, and forms part of an ongoing evolution in the way that brands are talking about sustainability.

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