Branding, Creative, Strategy

Still Grumpy.

Grumpy Mule

We rebranded and relaunched Grumpy Mule coffee in 2015. Over the next three years the brand grew hugely in both foodservice and, latterly, in retail, achieving listings in some of the biggest supermarkets in the country. But with the brand approaching its fourth year since the rebrand, the team at Grumpy Mule asked us to look at developing and updating the brand identity and creative.

We didn’t want to alter fundamentals (like the logo) that were still working so well commercially, but we did want to refresh all messaging and the design of key collateral elements, such as takeaway cups and site-activation collateral like counters, posters, menus and a-boards.

We developed a new roster of creative - working hard to maintain the essence of the brand attitude that had served the brand so well. It was rolled out across Grumpy Mule’s 200 plus foodservice sites nationwide, and marked the start of a range of further brand developments and evolution that we currently have in the pipeline.