Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Food, Coffee, Beverages, Retail

Below: Before and After Images in Slide Show, Summary, Credits

Industry Setting

Australian coffee roasting and cafés exist in a highly competitive, commoditized market. There’s very little ‘understood difference’ by customers beyond coffee format, café proximity and style.


We embraced this combination as an opportunity to create an identity as a dynamic ‘symbol of difference.’

In doing so, we’ve provided the brand a platform to authentically explain its values and strengths in an identifiable way.

Each pentagon is both a visual description of the coffee flavour experience, and a unique identifier for the customer.

Backed by 20 years of training and R&D, Danes Specialty Coffee now realized they were ready to be seen. This transformation provided the opportunity to show what was known on the inside, by too few — now outside, where everyone could benefit. Education, Innovation and Sharing were at the heart of the brand, just unsaid. A truly designed company.


This expertise and insight provided access to a high level of measurement and precision that we leveraged visually across the brand touchpoints. Each one was seen as a way to share knowledge and offer the customer greater choice and a power to decide.

We wanted to deliver our target customer, a comfortable and ‘consciously analogue’ mid-century modernist, the feeling of a break from our digitally connected lives, and the plethora of 1800’s industrial style cafes.

The iconic blend of technology and craft of that era paralleled in the process of creating an intensely flavorful espresso from an un-roasted bean.


Our desire is that customers will feel good, learn more — enabling them to choose better coffee.

‘Define yourself.’


Client: Danes Specialty Coffee – www.danes.com.au

Brand Strategists/Designers: Iconika Brand Design – www.iconika.com.au
Founder/Creative Director: Steven Arnold

Photographer: Andy Lewis Photography