The Cafédirect Group recently acquired  speciality coffee brand Grumpy Mule as part of the purchase of Bewley's Yorkshire based roastery.

Driven by the insight that many specialty coffee brands like to position themselves as somewhat ‘aloof’, (creating unnecessary confusing for people just wanting to buy some great coffee). We wanted to zag this trend.

This gave us the space to help set Grumpy Mule apart - through the idea that specialty coffee should be ‘easy to get’ for everyone.

The newly developed ‘Kick-Ass coffee’ brand-line conveys quality and stubbornly good effort with a positive and irreverent attitude without any unnecessarily negative vibes.

Visually, instead of having the mule kicking its own brand name about, a bolder and more ‘iconic’ creature is now proudly positioned on the highest peak.

The mule is now more social, and more relatable but deliberately does not have a name in order to avoid cartoonification.

To further build friendliness and connectivity, the previously heavy black packaging has been replaced with a bright signature orange and a warmer coffee-coloured dark
brown shade.