When you arrive on Level Ground, great coffee is within reach.
Services: Brand Strategy, Messaging, Copywriting (Packaging), Shelf Talker, Shipper Display, Tradeshow booth, Sales Deck and Sell sheets
Since 1997, coffee lovers buy from this BC-based coffee roaster because they fuse Direct Trade principles with high-quality specialty beans to create a coffee-making and coffee-drinking experience that anyone can enjoy. As early adopters of FairTrade, they made their name known for showcasing the farmers and producers of their coffee.
The LG team came to Crew Marketing Partners looking to “up-align” their brand. While they were proud of their history and their dedication to their farmer-partners, they wanted the new brand to correctly position themselves as a top specialty coffee brand within grocery.
We had a fun time going through the brand strategy process. After a little of discussion (and tons of coffee), we realized that for many, specialty coffee is inaccessible: too snobby, too pricey, and too complex. By having “Everyone on Level Ground,” we are making premium coffee fully available. It doesn’t many what fancy-schmancy coffeemaking contraption you use, you deserve to drink great coffee.
To highlight that premium feeling, we created an elegant custom wordmark and new descriptor. I sought to capture that sense of accessibility with the messaging and romance copy. As we created the characters on the front of pack who are delivering this coffee, the hand indicates that great is … just. about. there. Then, we reassure that Level Ground wouldn’t let this premium coffee skate, trot, or fly past them.
The rebrand has been featured in Dieline and Packaging of the World as one of the top CPG rebrands in 2023. More so, more coffee lovers have gotten to experience the new Level Ground brand and their amazing coffee. You can find them throughout Canada at all major grocery retailers and Costco.
Agency: Crew Marketing Partners
Chief Creative Officer: Gerald Schoenhoff
Accounts team: Jessica McCullough and Chelsea Prest
Creative Director: Daniel Ryu
Senior Designer: Morgan Hueston and Kira Lodder
Writer: Mike Plunkett
Production Designer: Cliff Borromeo