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not immediately get to know your coffee
products. However, Ben insists doing it be-
cause he wants to draw people’s attention
more to the hard work did by the women
behind all the high-quality coffee, instead of
merely telling the stories of the bean origins.
Ben explained: “We aim to illustrate a diver-
sity of women, different characters, different
styles, to show that Girls Who Grind Coffee
is for everyone. We wanted to add illustration
that made it stand-out, bold, graphic illustra-
tions that would catch the customer’s eye.”
As the head of the brand, Fi is in charge
of the creative direction. She will brief Ben
on the coffee, the tasting notes and story
behind the coffee. Ben will then take briefs
to create the women portraits accordingly.
For example, if the coffee has a mellow
taste and feature, Ben will create a mellow
women character based on the coffee. Some-
times, they will also draw the woman image
based on a particular person, someone from
the coffee farm where they source the coffee
beans from.

Therefore, for the Girls Who Grind Cof- This strong yet welcoming brand image
fee project, Ben does all his best to carry out has been well expressed by the brand logo.
Fi’s creative idea of the brand into powerful According to Ben, the Girls Who Grind Cof-
visuals. Ben worked on various projects and fee logo is a little tattoo inspired. The custom-
products long before Girls Who Grind Coffee, ized cursive font with the arrows pointing at
so it helps to make vision of his wife come true. different directions gives the brand a cool and
“Fi knew exactly what she wanted, and I know urban attitude. At the same time, the logo also
her better than anyone so it was really great to takes some inspiration from the American The brand image
bring the brand to life together,” said Ben. diner signage which makes it almost have a
As a brand that means more than just feeling of family. has to be an edge
coffee, Fi decides not to make Girls Who However, the most eye-catching design
Grind Coffee’s image to be like other sophis- feature of Girls Who Grind Coffee is the clean and empowering,
ticated specialty coffee brands. She wants it graphic women portraits on the product
to be more urban, like a tattoo studio, street- packages. It is unlike most coffee packagings but at the same
wear or skate brand from her home city of where beautiful landscape of coffee origin
Melbourne. The brand image has to be an edge will be printed on. Surely it is a bit risky not time, it will also be
and empowering, but at the same time, it will to put image that directly link to the coffee
also be friendly and fun. for the coffee packaging, as consumers will friendly and fun.

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