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White paper cup of HGC.
White paper cup of HGC.

Client:

Camden Council

Services:

Brand Identity
,
Art Direction
,
Signage
,
Packaging Design
,
Website Design
,

Coffee craft and hard graft

Honest Grind Coffee is a London-based roastery that not only produces exceptional coffee but also provides training and industry-standard skills to vulnerable young individuals in the city through its employability program. The company believes in giving everyone, regardless of their circumstances, an opportunity for a better life.

They pay their employees the London Living Wage and reinvest all earnings into empowering young people. Located near Euston Station, the roastery aims to make a lasting impact on the local community, with support from the Camden Council's Integrated Youth Support Service and the Mayor of London, Sadiq Khan.

They pay their employees the London Living Wage and reinvest all earnings into empowering young people. Located near Euston Station, the roastery aims to make a lasting impact on the local community, with support from the Camden Council's Integrated Youth Support Service and the Mayor of London, Sadiq Khan.

The name "Honest Grind" was chosen to represent the dedication and resilience of young individuals, as well as the coffee grinding process.

Inspired by visits to the roastery, Oat Studio aimed for a strong and simple visual language, using basic geometric shapes. The solitary coffee roaster in the industrial space served as the inspiration for the logo, resulting in a minimalist icon incorporating the brand's abbreviated letters.

A playful pattern inspired by factory building shapes was created and applied to coffee pouches, murals, and mailer boxes. Some branding elements were intentionally designed to be hand-applied, allowing people of all abilities to contribute.

Branded merchandise, including caps, T-shirts, badges, enamel mugs, and stickers, played a significant role in fostering a sense of belonging and pride within the HGC team.

Oat Studio are proud to work with Honest Grind Coffee, as they deliver an extraordinary experience to coffee lovers, whilst making a lasting impact on the lives of young people.

Photography: Philipp Ammon
Murals: Wood Street Walls

No items found.
HGC black bag for packing coffee.
Three images explaining the meaning of the HGC logo.
HGC paper on a pile of grinded coffee.
HGC box design.
Three coffee paper cups with HGC logo.
Black and white designs of HGC business cards.
HGC flyer poster.
Laptop screen showing HGC website page.
HGC website on a tablet.
HGC adshel on a wall.
Honest Grind Coffee sign on a wall.
HGC white mug on a table.
Person painting the wall from an HGC cup with paint.
HGC cap on a table.
Black and white design on a wall and a blurry person passing by.
Person wearing HGC cap holding coffee beans.
Two people wearing HGC uniform filling up packs of coffee.
HGC employer filling a coffee bag from the coffee filter.
Two people holding each one big coffee boxes.

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