Westie [wes-tee] noun
1. The term ‘Westie’ is used as a stereotype to describe a people group loosely defined as:
a) working class,
d) rough around the edges,
e) good natured but cheeky,
g) often defined by clothing such as; white singlets, black heavy metal tees and black skinny jeans
Being a premium West Auckland coffee roaster, we liked the contradiction between coffee as something refined, sophisticated and fashionable – being produced an area that is generally the opposite of this. Kind of ‘heavy metal’ meets your ‘rich uncle’. The strategy was to be blatant but approachable, black and white, combining these two different worlds into one.
The ‘Westie’ or ‘Bogun’ stereotype, the location of the business, and the sensory aspect of coffee were the key ideas joined to the brand, to give it it’s own distinctive personality.
A simple black and white palette runs through the identity that reinforces this character. The cheekiness of the brand, meshing character traits of coffee and ‘westies’ or ‘boguns’ pokes fun at the unlikely duo. The boldness, brashness and imperfect typography take you on a journey with irreverent humuor. It’s okay to be a little ‘rough around the edges’.
‘Refined Westie’ is the simplest of statements bringing two different worlds into one. The application of this statement over the entire brand creates a bold statement as being part of ‘the posse’. Where boldness meets sophistication.
MT ATKINSON COFFEE ROASTERS
Creative Director. Nathan Chambers Art Director. Danny Carlsen Photography. Jamie Wright