DIG Workshop, Brand Strategy, Design & Visual Identity
Detour Coffee, Roastery and Cafe was founded with one simple guiding principle: Roast the best coffees, the best we can. The business was growing but as they started to expand and explore new lines of business, they realized they were missing their why: the underlying brand purpose that would help to define the "whats" they hoped to pursue in the future.
Working with the ambitious entrepreneurs behind Detour, we helped articulate their brand vision: To create a world where no one ever has to drink a bad cup of coffee again. That rallying cry served as the north star for our CULTIVATE Workshop, where together with the Detour team, we explored the customer journey, re-imagining new touchpoints and identifying business growth opportunities through that lens.
Informed by a clear brand purpose, we gave the Detour logo a refresh, applying a modern look to coffee cups, mugs, menu design, postcards, social media content and an ecommerce website. We gave them the launching-off point to position their new subscription and delivery service as the vehicle to bring great coffee to any and all Canadians who were sick of the mediocre coffee options currently available to them.