Roasted On Earth – Aotearoa
Strategy & Positioning
We were tasked with reinvigorating the Gravity identity, to help signal a new direction for the brand with a greater focus on professional and hospitality sales than the previous supermarket audience. Amidst a sea of competitors vying for the highest perception of a ‘premium’ coffee, Gravity sits with quiet confidence – an established competitor, a reliable old friend, and a brand that hasn’t forgotten its roots. For a product enjoyed by so many people, the results speak for themselves.
The brand’s core focus of sustainability, through their 'Walk With The Grower' programme was a consideration in the overall tone of voice – the tagline 'Roasted On Earth – Aotearoa' gently reminding consumers of the impact their purchasing decisions have on a scale both global and local.
In the world of Gravity, ethically produced coffee is a future-focussed obsession that unites farmers, roasters, blenders, baristas and customers alike.