The multi-venue restaurant group also offer sustainable retail options including their own ethically sourced coffee. They provide local grocery delivery and concession cafe’s within likeminded businesses. Before we could design their brand we worked on the brand structure and strategy. We were able to unravel the hierarchy of the brand to see the values behind what they do. This informed our communication strategy for the launch of their brand.
Canteen Collective is down to earth. They are ready to meet every customer where they are on their sustainability journey. So is the brand. Our system offers flexibility and gives each member venue of the collective their own personality. Our naming system separates different branches of the business: the umbrella brand, the member venues and the partnership concessions.
Canteen Collective’s tone of voice is inclusive and bold, and showcases their purpose. It offers belonging and inspires new possibilities. When needed, it can be loud. It will shout from the shelf. We dubbed the community ‘Small action activists.’ Their combined steps forward are ‘The everyday rebellion.’
Each stamp is a way to introduce and talk about the values and commitments of the business. The icons communicate sustainability credentials and offer practical steps that customers can take.
This brand champions raw materials. It only adds what is necessary to communicate with the audience. It embraces the finish of the home compostable coffee bags. It celebrates the fleck of disused coffee cups in the menu stock. The materiality of the interiors connect their customers with nature. These natural materials also inform the brand colour palette.
By interacting with the brand each customer takes part in The Everyday Rebellion. The video and photography connects the cafes with the natural world. It shows the causes that they are about and the community who respect them.
Canteen Collective are forging ahead with their mission. Soon you will be able to enjoy their coffee in the comfort of your own home through a subscription service. While, the newest member venue of the collective will allow you to connect to nature in their kitchen garden.
