Coffee Magic brewed on character

Freehand Coffee is a company with strong opinions on coffee quality. Not only should the coffee taste great and distinctive, but it should also be produced responsibly with consideration for the climate and social responsibility.

Challenge
Denmark is the number one country in the world when it comes to coffee consumption. No other nation drinks as much coffee or has as many rituals connected to their coffee drinking as the Danes. However, the number of competitors vying for the hearts, minds, and market is staggering. It is challenging to stand out and gain attention when you are small and competing against large international players with multimillion-dollar advertising budgets. To succeed, you need to distinguish yourself and stand for something unique to attract the attention and leads necessary to run a sustainable coffee business.

Solution
Hatch & Co (Tango®) developed a new brand strategy, campaign, sales collateral, and web design for Freehand Coffee. A crucial part of the solution was to articulate the brand ethos and make it campaignable, ensuring the concept had longevity. Although the brief was to develop a B2B lead generation campaign, we decided to create a new brand personality with clear messaging, a consistent tone of voice, and a touch of magic. Freehand Coffee embodies the magician brand archetype, striving to change the world for the better—one cup at a time. We aimed to develop an ad concept that stayed true to the brand’s purpose of making the coffee industry a little greener. Additionally, we wanted to illustrate that a coffee drinker in Denmark could initiate a positive chain reaction in Honduras by simply pushing a button, leading to anti-deforestation efforts, good vibes for the local community, and sustainable production. Pure coffee magic!