Client: DHC Coffee Co
The One Where We Took The Piss Out Of Hipsters
DHC Coffee Co is an Aussie wholesale coffee brand whose approach to roasting is a fusion of old-school techniques and new school technology (with a tonne of attitude).
Head honcho Dan wanted a brand that took the elitism (read: wanky-ness) out of coffee; a straight-talkin’, no-BS brand that made people feel like it was okay to just enjoy coffee for what it is: delicious hot bean water.
Teaming up with the seriously talented Tara and Stacey from Your One & Only to tackle the visuals, we turned four blends of coffee and six loose-leaf teas into 10 relatable, unforgettable (archetype-inspired) characters, allowing customers to connect with the personalities and have some fun with the brand.
In the years since this first project, I’ve gone on to create more brand personas, thank you cards, marketing copy, social media captions, and eCommerce email templates for this deeply-human and rad-AF brand.
The result? An edgy, straight-talkin’, tongue-in-cheek brand that speaks to the hearts and personalities of the people it serves.
They needed
Brand Personality & Voice Strategy
Packaging Copy
Website Copy
Thank You Card Copy
Marketing Copy
eCommerce Email Templates
I said, ‘Hold my beer…’
Packaging Copy
The Hipster.
You know how some people think they’re God’s gift to the world? Well, we think this bag o’ beans is our gift to coffee lovers. And yes, while that may seem overly confident and just a tad arrogant – kinda like our hipster mates who inspired this roast – we’ve got the goods to back it up.
Drink it, Instagram the sh*t outta’ it, and give those boring, conformist coffees the (ironic) middle finger.
Perfect for: Cool people who want to look like they DGAF while twirling their beards, designing their next tattoo, or Instagramming their coffee and smashed avo.
Personality: Strong. Smooth. Slightly cheeky. May leave you with the bill.
Likes: Craft beer. Social Media. Tote bags with feminist quotes.
Dislikes: Conforming. Non-ethically-sourced products. Admitting to being a hipster.
Smells like: Bright florals. Citrus fruit. Chocolate. Superiority.
Serve it up: Filtered, French pressed, or cold brewed. Preferably with your favourite flannel shirt and skinny jeans.
Stay away from: Serving as espresso or with milk.
Shan is my word ninja, and she’s locked in for LIFE.
My copy sucked; the company I was working with had no f*cking idea what I was talking about, and my website was not reflecting my vision at all - I could see it in my mind, but I just couldn't explain it. Shan not only got that shit clear for me, but she built on it with her personal arsenal of sass and wordsmithing. I always receive way more than just copy. Better yet, I’ve got a brand I'm proud-AF to call my own.
DAN FIELD, WISEGUY/NICE GUY/COFFEE GUY
Photo Cred: Images supplied by DHC Coffee Co @dhc_coffee | Branding & Design: Your One & Only @youroneandonly_au