A fresh positioning for Roma coffee

Roma Coffee was created by Kym and Aaron Wyatt in Drury in 2007 and quickly grew a cult following in the community. When it comes to coffee, the key for us is freshness. Roma can serve you coffee straight from their roaster. It doesn’t get any fresher than that! Their craft is their passion and they have been recognised for their coffee with numerous local and international awards. They pride themselves on using old school Italian techniques combined with a distinct New Zealand style.

The ask.

Revitalise an old, tired brand with a new identity and positioning. Retain some historical elements from the old logo, but reimagine it with modernity. Take the brand from being identified as a cheap bakery coffee brand and reposition to attract the interest of premium coffee establishments .

The approach.

From the outset we made a consistent decision to preserve the brand colours and the Roma name. We reimagined the native bird roundel in a contemporary linear illustration style and complimented this with a modern, bold serif stencil word-mark. We designed the identity to be stackable in various formats to accommodate the wide variety of applications - from cups and bags to mobile phones and delivery vans. An aggressive online B2B campaign was launched, to create brand awareness and showcase the repositioning of this innovative New Zealand roastery.

The result.

Exceeding the clients expectations - we turned custom perception on its head and helped position this business as a supplier to desirable high-street cafés. Customer engagement is at an all time high - as is brand equity.

Deliverables.

Positioning, brand story, identity design, print collateral, uniforms, mobile coffee cart design, packaging, cup design, photography planning & art direction, website design and build, print and digital advertising.

The brand story
Coffee lovers and crafters, we’re up with the birds every day to bring you the finest and freshest coffee. Roasted and blended with art and care, our signature Roma blends awaken the senses and warm the soul. We’re passionate about bringing the sweet song of great coffee to coffee lovers across New Zealand.

A proudly family-owned and operated business, our family has been crafting coffee for more than 30 years and is one of the pioneers of the New Zealand coffee industry. It was 1983 in Auckland when Lance Wyatt started roasting coffee – one of the first in town to do so. His espressos were an inspiring change from the filter coffee available then. When the flat whites and coffee craze took hold in the 1990s, our family was riding the caffeine wave. Roma was created by Kym and Aaron Wyatt in Drury in 2007 and quickly grew a cult following in the community. When it comes to coffee, the key for us is freshness. We can serve you coffee straight from our roaster. It doesn’t get any fresher than that! Our craft is our passion and we’ve been recognised for our coffee with numerous local and international awards. We pride ourselves on using old school Italian techniques combined with a distinct New Zealand style. We think our smooth, balanced and delicious coffee is the best way to start your day. Join us at one of our café roasteries and discover the sweet song of Roma for yourself.

Roma. Wake with the birds.