We have a new look! And lots of other exciting things coming your way
We have been working on this for some time now and are absolutely thrilled to finally show you our new refreshed brand look.
But why the change?
This summer we have reached an important milestone - 5 years of roasting at Curve Coffee Roasters. As is often the case for a new independently run business, we spent the past five years doing everything ourselves and wearing many hats. There's been lots of hands-on doing and not a lot of time to stop and think. One of the few positives of the past 18 months or so, was having a little more space to do just that. To pause and take stock of what we have achieved so far and where we want to go from here. We wanted to redefine our sense of purpose as a business, improve how we communicate this. And we needed to find the right kind of branding to help us do this.
So what's our purpose?
To bring you consistently delicious coffees in a way that benefits producers and is kinder to the planet.
Outstanding coffee quality has always been at the heart of our business along with constantly exploring and improving our methods to make our operations more sustainable in every way. Today, as a small quality focused business, we want to lead the way in making our industry better for all - for producers we partner with, our teams, customers and the environment.
We firmly believe that to be able to enjoy delicious coffees in the future we need to make the supply chains more equitable, pay sustainable prices and treat producers as equal partners. For this we take great care to get to know our importer partners and understand the supply chains in each origin we source from. With the purpose of having the best possible impact through considered coffee purchases, meaningful partnerships and support of social and environmental initiatives.
It is obvious that a future with coffee is only possible if we look after our environment. We think that sustainable business practices should become a norm and we strive to make it so within our supply chains and our own operations. The many small producers we work with are often the stewards of their land and the environment around their farms. Cultivating coffee organically in agroforestry systems, encouraging and protecting biodiversity. Coffee roasting isn't quite so pretty nor emission free. However, it is possible to find ways of working that help us improve our impact. The most significant step to cleaner roasting we recently made was the purchase of our new roaster from the Loring company. The innovative design and engineering of this machine using a closed system and hot air recirculation means that we significantly reduce the amount of gas we use and the pollutants created during the roasting process. We are in no way perfect and there is much to improve but we are constantly searching for better solutions with the planet in mind.
And what about the new branding & packaging?
This is the fun and exciting bit. Although we are pretty serious about our mission, we don't take ourselves too seriously. We get really excited about coffee, especially when it tastes like fruit! It's a journey of exploring and we want to have a good time together along the way. And we think that our new logo sums that up pretty well.
We work closely with our designer to give each coffee its own visual identity. Creating unique labels, abstracted representation of the flavour notes you can expect in the coffees. We also wanted to provide better information, useful for making your purchasing decisions without being overwhelming. Aside of the name of the producer or community behind the coffee, you will find:
The roast profile - fuller bodied espresso or lighter filter
Origin country
Processing method & variety
A descriptor of the coffee's body and 2 dominant flavour notes you can expect in your cup
We are really passionate about sharing stories behind the delicious coffees inside and the people who make them happen. Tolearn more about the coffee you've chosen you can simplyscan the QR codeand read about it on our website.
When it comes to coffee bags, the brief was to find a way of protecting and representing what's inside using the most sustainable material available. We are excited to be working withGrounded Packagingon our new custom printed bags which will be made from recyclable sugarcane based BioPE. These are currently in production and we are expecting them to land in early 2022. We'll be sure to tell you more about them closer to that time. In the meantime, we will be using bags made of mono-material LDPE (certified CO2 neutral in their production), recyclable in waste stream 4.
And finally, the promised
RARE & UNIQUE series release:
Grown and processed by a progressive producer Enrique López at his farm Finca Chelín, this coffee is a special preparation microlot of the rare and delicious Gesha variety. The label artwork was inspired by the floral and fruity flavour profile of this coffee and the colourful native Oriole bird that can be seen around the Chelín farm, nestled in a luscious canopy of shade trees high in the Sierra Sur area of Oaxaca region.
Now available to pre-order!
Roasting and shipping from Wednesday 17th Nov
