VENICE, CA — Groundwork Coffee Co. is celebrating 30 years of business in the community with a new design, website and remembering where it all started — at the original Venice shop.
The Dogtown brand has expanded with roasteries in Los Angeles and Portland, plus its cafes and line of coffees and teas sold at retailers.
“New packaging and website promote the promise of coffee that’s organic, planet focused and relationship based,” the brand announced this week, dropping its new website and package designs for their line of Certified Organic coffees and teas.
Now, the company is looking to nationwide distribution and expanding its products, including its growing cold brew line with flavors like horchata. The focus is on sustainable coffee and tea. And, the company is going back to its roots.
“The brand refresh captures the essence of Groundwork’s Southern California roots by representing the culture with updated designs and color palettes,” the company said in a statement.
It’s all part of a rebrand.
“Through the rebranding process, we continually returned to images that evoked a connection to the earth – for example ‘dirt under fingernails’ after a long day of farming – and the interconnectedness of all living things,” Eddy Cola, Chief Executive Officer of Groundwork, said in a statement.
“Another example used in the updated packaging and website is the image of a graphical hand with a flower sprouting from the soil,” Cola said. “It represents the intersection of humans and the environment, communicating our stewardship and the nurturing, relationship-focused way of making coffee.”
Groundwork collaborated with L.A.-based branding agency Ludlow Kingsley to incoporate the brand’s story on the new website and packaging. The used Southern California as the inspiration, incorporating vibrant, earth-tone colors, including golden yellow, olive green and muted blues. It’s a style nod to the company’s eco-friendly practices.
The website is now more user-friendly. Customers can restock coffee beans and teas, or sign up for subscriptions.
Packaging is more sustainable. Designs are now printed on kraft bags to create a rough-hewn texture which gives the color palette an even more organic look and feel, the company said. The earth-friendly Biotre?TM bags, made from 60% renewable plant-based resources by weight and break down into healthy compost.
“We at Ludlow Kingsley are over the moon with excitement to see two years of work find its way into the world,” Clark Stiles, Ludlow Kingsley Co-Founder and Creative Director, said in a statement.
“It’s an honor to have played such a pivotal role and we’re very proud of how stellar the new brand refresh captures the essence of Groundwork,” Stiles said.
“Groundwork wanted our design to resonate with the makers, dreamers, and doers who call this city home and enjoy a delicious cup of coffee,” said Groundwork’s Vice President of Marketing, Jessica Smith. “They’re artists, teachers, surfers, skaters, farmers, builders, community activists, and so much more.”
Groundwork opened in Venice as a small-batch roaster in 1990 and has expanded cafés all along the West Coast.
Groundworks is located in Los Angeles and Portland. In LA, shops are located in Venice, Noho historic train depot, DTLA Arts District, Larchmont Village, Santa Monica, Hollywood, Venice boardwalk, Beverly Grove on 3rd, North Hollywood Roastery, Whole Foods Market 365 Santa Monica and the Grove. Visit the website to see the redesign and learn more.
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