Mt Atkinson Coffee Roasters

Mt Atkinson Coffee Roasters have been roasting and serving delicious coffee for over a decade. They have fiercely loyal customers and are a highly regarded brand by their local community. Overdue for a design facelift, enhanced direct trade story, playful illustration, cleaner packaging, and retail approach – it was time for a more refined way to connect with a greater audience.

The core idea: Be the 'refined westie'. A 'diamond in the rough'. Essentially, two worlds colliding. Westie: 'Rough around the edges', heavy metal listening, denim and leather toting, gang-patch wearing, motorbike riding - hipsters. And Refined: Lovers of the finer things in life, nothing but the best. Combined, they become grit and gold. Matte and polish. Elements of earth, charcoal, diamonds, marble and gold are metaphors for the gritty, earthy process of making then refining great coffee. The artisan and hard working direct trade connection between the mountains of West Africa and their West Auckland roots.

Packaging is intentionally raw with reference to wine labels and some wiggle room to update without high cost for trialing new and improved roasts and collaborations.