Our brief was to tell that story. We worked with Chris to develop the brand strategy, name, identity, packaging and website, all created around a narrative of heritage and renewal. The name ‘New Breed’ speaks both to Chris’s role in a new generation of producers and to the bean’s evolving reputation. The result feels authentic and grounded, but also progressive in outlook.

A characterful typographic system, paired with a bold yet minimal colour palette, gives the brand a distinctive, self-assured voice without relying on clichés or ornament. This stripped-back clarity runs through the packaging and website, framing Robusta not as a compromise but as a choice, a Robusta Renaissance, reframing and reintroducing the bean for a new audience, in a new way, and at a new moment in time.