Aalto Coffee
Specialty coffee, minus the snobbery
A roaster rebrand built around the moment you open the bag, not the tasting notes.
- Client
- Aalto Coffee
- Year
- 2026
- Scope
- StrategyIdentityDigital
- Team
The challenge
Aalto roasts some of the best beans in the region, but its brand spoke only to people who already knew that. New customers bounced off jargon-heavy labels and a website that read like a lab report.
What we did
We rewrote the voice first: short, friendly, and honest about what each coffee tastes like. The identity follows with a single rounded wordmark, a soft palette per origin, and a web shop that sells by mood.
- Online orders
- 2.1×
- Bounce rate
- −40%
- Origins launched
- 6
“They gave us a voice before they gave us a logo. That order of work is why the brand still holds up two years on.”
Jonas AaltoHead roaster, Aalto CoffeeNext project
Fjelde
