Gumption Coffee: Creating a Breakthrough Brand for a Beloved Australian Coffee Company | 2021
Designers: Bethany Lesko, Rui Maekawa, Lizzy Bakhash, Erin Yook, Wesley Tibbs, Lizzy Harris, Fabian Diaz and Christal Sih, Lippincott Design Team, Lippincott, New York, New York, USAClient: Gumption Coffee, New York, New York, USA
Gumption Coffee was founded by an award-winning team of female entrepreneurs from Australia. Its founders, Hazel de los Reyes and Clare Lim, had eyes on expansion in the U.S. After opening a roastery in Industry City, Brooklyn, the next step was a flagship location in Manhattan, a formidable entry point into the U.S. coffee scene.
Lippincott partnered with the founders to brew a wholly unique brand identity that would set Gumption apart in a saturated coffee landscape. The new brand needed to capture the true essence of Clare and Hazel, and the ethos that they have cultivated: Gumption is more than just a word. It’s a story of ingenuity, tenacity, and boldness.
The new visual identity is designed to be eye-catching and inclusive, a fresh departure from the minimal aesthetic that’s now commonplace. From the custom logotype retaining the brand’s quirkiness while elevating it to signal premium coffee, to the bold brand colors that work across digital and physical spaces, to the bright patterns featured on coffee bags and merchandise, the new brand is designed to stand out. The store design is distinct and playful, playing up sophisticated coffee cues. From the attention-grabbing storefront to the wall of comics engagingly telling the founders’ story, to the signature wave centerpiece signaling the rush felt from a first sip of coffee, the space is thoughtfully designed to elevate human connection while serving customers quickly with their award-winning coffee.
Gumption Coffee officially opened its doors in midtown Manhattan in October 2020, with the new brand brought to life across all customer touchpoints. With its new brand, a retail presence defined by a bold design and signature in-store touch points, and growing e-commerce presence, Gumption Coffee is poised to grow its footprint in New York City and beyond.
