The written word has always fascinated me in a way that I possibly don’t even understand yet myself. I remember as a young lad in school that I really enjoyed history, although I must confess, this interest started when I got my first copy of Age of Empires II: The Age of Kings, a computer game where you played historical scenarios and learned the historical context around which they happened; a very engaging way to learn indeed. What does this have to do with coffee? Plain and simple – I have no idea! However, this interest inevitably led me, likewise, to have an interest in what people back then were writing about: their beliefs, stories and mythologies. So, a very interesting era for me was the 17th century when the enlightenment took hold and revolutionised our world forever, but a very subtle factor of that era that I think gets overlooked quite easily, is the language of that time and how people spoke and in this particular case: English. English, in my humble opinion and many others I’m sure would agree, of the 17th century was at the height of its beauty and eloquence and would beat any hashtag or literary trend we have now: ANY DAY! It’s also the era of spoken English in which Shakespeare wrote his plays and even now still considered masterpieces.
So fast-forwarding to now, having recently started my journey in hospitality and particularly the coffee scene, I jumped at the opportunity when it arose to take forward a project that involved crafting cold brew coffee and also develop its own labelling. I instantly started thinking about the branding and what inspiration I would draw from. Obviously, I went for the amazing gift we have as humans, to communicate with speech, as my inspiration. Any language, of course, is just as amazing as the next but it just so happens that we live in an English speaking country. At least, for the most part, that is.
After pondering on the name of the brand for a bit, I wanted to come up with something that invoked action, as the Merriam-Webster dictionary states, “…expressing some relation of manner or quality, place, time, degree, number…” (Adverb. (n.d.). Retrieved 14 March 2018 from https://www.merriam-webster.com/dictionary/adverb).
A Cold Brew for Yea-Sayers
And so, Henceforth was born! I loved the fact that one word encapsulated so many things at once but also made a call to action. Henceforth simply means from this point on (Merriam-Webster dictionary). Furthermore, other elements that fit well with Henceforth were a compass and finally – THE COFFEE! With all the elements together, the concept I hoped to convey through the labelling was that ‘from this point onwards (Henceforth) having a cold brew of your choice (THE COFFEE!) will direct your day (the compass) no matter what errand you’re on (YOU the coffee drinker). So with this branding personality in place and the help of David whom I consulted for help on a regular basis and will continue to do as the brand develops, and without whose help wouldn’t have made it possible, we have arrived at what is only the starting point of something special. FIN!
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We surprised 3 local Bundaberg businesses with some of our delicious, house-made gelato. What’s even better, we made it using their very own produce!