Brand Development for Fulcrum Roasters | Tolleson
Making Coffee Better:
The Philosophy of Service
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Before they had a name, they had a business plan: to become a go-to resource for every service needed within the coffee industry.
The founders needed a story that concisely articulated their unique service-driven mission. As they brought people together from across the industry, we built their name around their vision of supporting people at every step of the coffee-making process—like how a fulcrum lightens the load and helps move things forward.
Building off the name, we developed a brand architecture that encompasses all that they do—from ensuring sustainable coffee growers have profits as resilient as their beans, to designing programs that provide local businesses with training, equipment, and materials.
These come to life in their product packaging, on their site, and inside their brick and mortar space, all designed to encourage coffee drinkers and makers alike to try a range of roasts and learn something new. Proof of a philosophy that serves the people who make the coffee.
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Project Information
Project
Brand Development
Services
Positioning
Naming
Verbal Identity
Visual Identity
Editorial
Web & Digital
Environments
Photo & Video
Go-to-Market
Positioning
Naming
Verbal Identity
Visual Identity
Editorial
Web & Digital
Environments
Photo & Video
Go-to-Market
Deliverables
Company Narrative
Brand Principles
Brand Architecture
Messaging Framework
Company Name
Company Descriptor
Voice Attributes
Logo
Visual Language
Brand Toolkit
Brand Guidelines
Tagline
Content Strategy
Copywriting
Script Writing
UI/UX
Campaign
Launch Planning
Collateral
Templates
Presentations
Company Narrative
Brand Principles
Brand Architecture
Messaging Framework
Company Name
Company Descriptor
Voice Attributes
Logo
Visual Language
Brand Toolkit
Brand Guidelines
Tagline
Content Strategy
Copywriting
Script Writing
UI/UX
Campaign
Launch Planning
Collateral
Templates
Presentations
Industry
Food & Beverage
Partners
Adam Wells, Photographer
Adam Wells, Photographer
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Coffee is
Collaborative
Brand Video
Coffee Roasting
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A team and space built to serve
Lee, Blas, and Brian came together through their shared love of coffee and complementary business experiences. Fulcrum uses their roastery space to connect with community, hosting cuppings, competitions, and training programs for everything from how to maintain equipment to making the perfect latte.
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Four Elements
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Single Image
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Fulcrum Coffee Roasters' Tagline
Sustaining community, from farm to cup
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Service at
Every Level
Fulcrum Coffee Roasters
Brand Architecture
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Fulcrum exists to bring the coffee community together. To organize Fulcrum’s unique mission of empowerment and service, we positioned Fulcrum Coffee Roasters as the parent brand, with three product brands that emphasize Fulcrum’s contributions to the community.
Fulcrum Coffee, its single-origin coffee collection, illustrates the environments of growers and their efforts to become more sustainable and resilient. Urban City draws inspiration from Seattle’s storied and ever-diversifying coffee culture. Silver Cup honors with the spirit of small shops and stands throughout the iconic Pacific Northwest.
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Fulcrum’s purpose is to connect the coffee community, which is evident across Seattle’s cafes, coffee shops, and stands.
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“We seek out partnerships with people who help sustain their communities. And we work to provide them with the connections and resources needed to close the opportunity gap.”
Blas Alfaro, Partner and Senior Vice President, Fulcrum Coffee Roasters
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Four Elements
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Built for
Small Businesses
Digital Application
Parent Brand Website
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Telling the whole story
On their site, at coffee shops, and at in-person events, Fulcrum asked us to find interesting ways to tell their story, as well as the stories of their growers, cafe partners, and local community. We developed a kit of parts with a distinct visual identity that’s flexible enough to complement Fulcrum’s many partners.
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Four Elements
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Single Large Image
A Part of
Seattle
Waterfront
Seattle
Having served coffee in Seattle since the ‘90s, their goal remains to elevate the practice and help grow the communities they’ve dedicated their lives to.
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Related
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