Commonfolk

The client

Commonfolk is an ethical coffee roaster and hospitality group that’s committed to quality and environmental responsibility. They want to help create a more sustainable coffee industry for the future, and are doing so by investing in coffee producers and growers, and offering education for cafes, baristas, and coffee-lovers alike.

The brief

Operating in a saturated market with both B2C and B2B customers, Commonfolk needed to set themselves apart as the more ethical and sustainable option in the coffee space. They needed a fresh verbal identity that aligned with their visual branding and clearly communicated their values and personality. The goal was to create a compelling brand presence that could be reflected across all channels, including their new website.

The solution

Our key priority was to establish what Commonfolk should sound like, based on the people behind the brand. From their brand personality (part Hamish Blake, part Jim Halpert) to tips on words they like to use (bevs, brews, and pours), our verbal identity helped Commonfolk adopt a distinctive tone of voice that portrayed their unique personality. We put it all into a detailed brand book, made in collaboration with visual brand identity experts Jack and Josh, alongside copywriting examples, brand values, and word lists.

Then, we brought this verbal identity to life through compelling copy for Commonfolk’s new website, and defined a robust content strategy guided by research-backed content pillars, all of which made sharing content to Commonfolk’s community as seamless as that first morning pour.

The outcome

The brand book and comprehensive verbal identity helped Commonfolk establish guidelines for their communications and content in a way that was easy to implement. Plus, new website copy reflected their unique personality and offering, helping them stand out in a crowded coffee space.