Telling Stories with The Coffee Apothecary
The Coffee Apothecary, located in Taos, NM, has been serving locals and tourists alike since late 2016. Roasting coffee has a steep learning curve and Pablo, a second generation coffee entrepreneur, has been focused on bringing out the best in beans from around world since he started. When he and partner Lydia started CA they wanted to share their perspectives on how coffee beans should be sourced, on how to care for the coffee through the roasting process and on how to bring out the best of their beans in a café setting with their community. Originally the shop was to also host a bit of a goods shop, but the coffee took off and with limited time became the sole focus. The Coffee Apothecary is an oasis in the high dessert, a soft & warm space to enjoy a quality cup while visiting this ancient town or on your morning commute if you’re lucky enough to live nearby.
“We’re so proud of where we come from and can’t wait to continue to grow with the same energy and passion for our community and for the coffee we roast and serve”
When Pablo & Lydia from the Coffee Apothecary approached FK they had some common doubts after running a business for several years. The business was doing well, they had adapted and found ways through 2020 and beyond and now they were questioning if their identity and even their name was working well enough to move forward. Was the name saying what they needed it to say, was the logo effective at communicating their values and how could they balance their goals of serving the local community and staying true to their roots while also effectively growing their online presence & regional impact?
We met with Pablo & Lydia to discuss their concerns, learn their goals and identify and distill their values. Through lengthy and engaging talks we cut through the topical worries and found the grit, that place where honesty lies. The place where positioning defines itself by focusing on the core of the reasons the business was started. Passion, yes, but more so, perspective. Pablo & Lydia’s perspectives on what makes coffee enjoyable and on how to be a good steward in life opened up a line of thought on how their coffee roasting business, one of over 2,000 in the US, is unique. It isn’t just the coffee beans, these same beans can be sourced by other roasters all over the world. It isn’t just roasting the beans to support the nature of the bean, bringing out the unique flavors of that region, there are hundreds, if not thousands, of expert roasters that take or could take a similar approach. Pablo & Lydia wanted to engage their community. They wanted to provide amazing coffee at reasonable prices to other Taos dwellers. They wanted to reciprocate with growers & carry on the traditions of their families. They want to provide a service, to give of themselves to others & provide a livelihood for their small family in doing so.
Each label tells a story unique to the origin or blend with a focus on keeping a direct and conversational tone.
We worked through possible name changes, but nothing stuck & by talking through options and meanings we all found new meaning in their name, something they can continue to stand behind and embrace moving forward. We developed a full identity that pays homage to their early packaging, that ties in the reciprocal aspect of their business, from fruit to cup. The primary marks reflect the handmade nature of their craft while being precise and nuanced. The type is a mixture of traditional and contemporary, forgoing of the moment hype that leads to a need for change in short order. We developed writing that balances a conversational tone with unique information about each coffee, giving drinkers something to think about & feel connected to. We fleshed out a website that offers a fun experience that is easy to navigate and fun to read through. We’re grateful to now be a part of this community, to know such caring people and help them communicate who they are to the world.
To create distinction between the café and roastery, we developed two similar icons, both showing a human element through the use of hands, but holding different items. For the café (right)the hand holds a cup, emphasizing the experience of drinking while the roastery icon (left) is holding a coffee plant, emphasizing the beginning of the whole process, from fruit to cup.