Black Rooster coffee brand book

Brand Lookbook

T

2 BLACK ROOSTER BRAND LOOKBOOK

WHO WE ARE

Here at Black RoosterTM we pride ourselves on being a respectful high quality coffee brand, specialising in delivering you the best authentic Colombian coffee.We are very proud of this history of our brand and the work we have been pushed ourselves to do, to help coffee farmers gain a better way of life, from all their

Our aim is to provide you with the best tasting, highest quality Colombian whole bean coffee, We are a brand that is very focused about doing our bit to help the environment, and we care about the communities in which we source our coffee from. This is why we are very focused on working with fair trade standards and Fedecafé - National Federation of Coffee Growers of Colombia.

hard work. We also believe a strong, friendly bond is key to the success of our coffee brand. It’s our way of saying thank you to the farmers. We are a strong value led coffee company, and we stick to are values and ethics, doing our bit for our planet.

We believe in economical packaging and re-usability with our packaging designs. For example our range of whole bean coffee is sold in hand held grinders, we believe this product, achieves re-usability very well and eliminates the need to buy an additional grinder, when your running low on the coffee you can simply purchase a refill bag which in can then, be refilled by us.

We are Black Rooster

Our aims

3BLACK ROOSTER BRAND LOOKBOOK


CONTENTS


Who we are

Contents

Our origin and story

Mood and inspiration

Our Farming community

The finest selection

Working with our farms

What we believe in

Product Style

Our USP

Brand imagery

So, that’s us

02-03

04-05

06-07

08-09

10-11

12-13

14-15

16-17

18-19

20-21

22-23

24-25


OUR ORIGINSOur Coffee’s OriginFinding the best coffee beans for you to enjoy is of paramount importance to us. That’s why we have travelled to the best coffee regions of the world, searching for what we think are the best coffee beans available, and we believe we have done just that with the perfect blend of roast and great tasting flavour. We understand that its important to work closely with the farmers

Our Name

and their families in these growing coffee communities, to build a strong and lasting relationship. Black RoosterTM coffee originates from within the famous coffee triangle, in the Quindio department of Colombia. One of the most famous coffee producing regions in the world, and we’re bringing it back to England for you to enjoy!

The sport of Cock-fighting was so common during the Colombian colonisation by Spain, that there were arenas in every urban and rural town. The first official known document about cock-fighting in Colombia dates from 1737. Even today it is still very popular and legal spectator sport. The roosters are a prized possession of their owners and our looked

after dearly. As they gain great reputations if they are any good, as do they also provide a possible large income due to betting for spectators and owners alike. Our coffee is named after one of these fighting roosters. Who during his reign gained a rather famous reputation. He was known simply as El Gallo Negro. The Black Rooster.


Legend of The Black RoosterThe name of our coffee pays tribute the legendary Cock-fighting black rooster that broke free from its owner and roamed the lands around the coffee farms. Many people say that this rooster had died in the ring, and that the cocks owner lied about the cock breaking free, to uphold its (still to this day) unbeaten record, Therefore he became a mystery to

the locals, a legend, many didn’t believe he was real, only a handful of farmers had claimed to have seen him amongst their crops, at first they seen him as a pest, eating the coffee fruit and such, but the rooster was so evasive to their attempts to catch him, the local farmers just gave up, but years on from his first sighting, his presence is now seen

as a sign you are producing the best coffee around, as he chooses to eat your coffee beans. Our coffee’s name was decided when Alexander Thomson, founder of Black Rooster, was in Colombia visiting the farms to establish sourcing coffee back in 1914. Story goes that while he was inspecting the coffee beans, the rooster walked out in

front of him and the farmers, as you could imagine, seen this as a sign, and got pretty excited shouting “ No me lo creo! El gallo negro. El está aquí en nuestra granja! (I don’t believe it! The black rooster. He is here on our farm!) After Thomson’s translator told him about the legend, Black Rooster coffee was born and we had our first farm.

OUR STORY

‘The black rooster’. Quindio, Colombia.


MOOD AND INSPIRATIONThe Mood Here at Black RoosterTM, we love the idea of the handmade and getting hands on with the things you love, in our case that is coffee, we specialise is producing, authentic, perfectly roasted whole bean Colombian coffee. There is nothing more satisfying than making your own cup of coffee just how to like it from whole beans. We like to keep all of that great-tasting flavour, safe inside our beans until you are ready to freshly grind them into your cuppa. We are also

very passionate about fair trade and sustainability, that is why we work closely and fairly with our farmers. The environment is a big concern of ours too, we aim to use the least energy as we can and ensure our products are environmentally friendly. Widely recyclable packaging and refillable grinders and also we collect and reuse, glass grinders that are no longer in use. These are just some methods we use to do our bit for our planet. We have taken inspiration for the

look and feel of our brand, from old rustic styles of coffee bags with hand made feel, to clean cut modern branding style, showing we are a clean, professional and innovating brand. We also like to make it clear that we are a strong value led company, that believes in the fair treatment of our farmers, and the sustainability for our planet so future generations can enjoy the same great coffee as we do today.


OUR FARMING COMMUNITYThe CommunityOur farming community is located within the famous coffee triangle, in the Quindio department of Colombia.At Black RoosterTM, we pride ourselves on how closely we work with our farms in Colombia and with the farming communities We aim to provide our farms with technological advancements to improve production, also we aim to strengthen the community

by having responsibly grown, ethically traded coffee, in which we work with farmers to produce coffee in ways that benefits their business, their community and their environment. We have set in place a number of training methods and programmes for our farmers to help them save money on production methods, and to teach the next generation of farmers the tricks of the trade.


“We here at Black RoosterTM know how important sustainability is especially when sourcing coffee produce. That’s why we work on the ground with our farmers to develop plans to achieve sustainability, and

have loan procedures in place to help cover their costs in case of financial hardship due to bad crops or market downturns, thus helping to keep the farm up and running improvingsustainability”-Alex Thomson CEO

Juan ValdezCordoba, Colombia

Age 56

Occupation Coffee farmer and Plantation owner

Hobbies Fishing, Playing guitar, Watching football.

What do you enjoy about farming coffee?I love being outside, tending to the trees and working with my family and friends, we all have such a good time working on the farm. I also love the smell of the fresh coffee, you’d think after working with it for many years that I would have grown tired of it, but no I still love the smell like I did back when I was a child and my father was tending these fields.

Valdez family, El Valdez farm. Cordoba, Colombia.


“THE FINEST SELECTION OF THE MOST PERFECT COFFEE BEANS”


WORKING WITH OUR FARMSWorking first hand Working first hand with our farms in Colombia is very important to us. Building strong and lasting relationships, is key to the success of the Black RoosterTM brand. Without our well trusted farms we wouldn’t be able to supply the best quality coffee beans that we could find. We get stuck in with the farmers and work with them

on the farm, they take us though the farming process from start to finish, and we help to improve the ease of the farming and help to expand their farms and their communities. Coffee farming is a long process with the first planted crops taking 3-4 years to mature and produce coffee berries. We do our best to simplify the process making the farmers

job easier and more cost effective, resulting in better profits. After all without the old Colombian coffee farmer legend of the ‘Black Rooster’ we probably wouldn’t be here today to provide you with the very best coffee we can. So its the least we can do to support our great farms working hard each day.


Aimee TalmanWirral, England

Age 24

Occupation Source liaison officer at Black RoosterTM

Hobbies Dancing, volleyball, traveling, photography

What do you enjoy the most about working for Black RoosterTM?I enjoy so many things about working here at Black RoosterTM but what a enjoy the most, has to be the travel. I get to visit the farms in Colombia many times a year and I enjoy working with the farmers and living in the different culture.

Joe WillsLiverpool, England

Age 27

Occupation Environment and sustainability manager

Hobbies Rugby, Gaming, Cycling and Art

What has been a high point for you during your career Black RoosterTM?I am especially proud of one moment, in which i helped one farm from having to close down during a bad crop season due to weather conditions, that farm is now producing some of the most coffee bean out of all out farms.

Aimee and Joe on location at one of our farms in Colombia.

Pérez family working of their farm. The farm the Joe helped to keep running.


WHAT WE BELIEVE IN

RESPONSIBLE FARMING

ENVIRONMENTALLY FRIENDLY DESIGN

COSTUMER SATISFACTION


SUSTAINABILITY

RESPONSIBLE SOURCING

PRODUCT QUALITY


PRODUCT STYLE Here is the product style that represents our coffee products, as you can see we have a very earthy, handmade and rustic look to all of our products, this has been specifically chosen to convey our strong values of sustainability, environmentally friendly design and product quality. The hand made aspect of our Black RoosterTM products and packaging

is very important to us, as we are truly thankful for all the hard work that each of our coffee farmers put in everyday. They work hard with their hands, so we will work hard with ours, that’s the ethic we go by when packaging our products, as well as showing you, the customer, how much work goes into our coffee to make it the best it can be.


GIFT SET The Black RoosterTM brand will be sold in a few different ways, as the grinder unit alone, as the Hessian refill bag and as a gift set, which would be sold at seasonal occasions as summer and winter. As well as festive periods such as Valentines day, Easter and Christmas, as you can see the Christmas ‘Winter warmer’ gift set is shown on the following page. The Black RoosterTM gift set is an all inclusive

Black RoosterTM coffee brand experience, the items included in the gift set are the following: 1 Grinder, 1 Coffee Kettle, 1 Hessian refill bag, a pair of touch screen gloves, an espresso cup and a Black RoosterTM lollipop, as well as the wooden crate the gift set comes in. This would be reused after the items removed. As we believe in re-usability, its important that our packaging is not just waste to be thrown away.


OUR USP At Black RoosterTM we love coffee, everything about it in fact, the smell, the look, the maturity, the fact that a great cup of coffee can just set your day straight, after a morning of mishaps. Thats what Black RoosterTM brings to you, ‘a great cup of coffee’. We want you to enjoy this coffee like no other, take time with it. The preperation as we see it is an art form.

The product it’s self is sold in a hand held grinder, which is like no other product on the market. Existingly you can buy a coffee grinder, either manual handheld grinder or a rather exspensive eletriconic one, then buy whole bean coffe to gind. But with the coffee packaging from Black RoosterTM we eliminate the need to buy a seperate grinder as the packeging

doubles up as a grinder and whole bean coffee storgage. Following the simple diagram below, see how easy it is to transform our wholebean coffee into grinded coffee ready to me brewed. The advangages of this unique design is that every time you wish to make a coffe its going to be as fresh as can be, as you grind the coffee for you brew at the time of making.

Unique selling point

LidTwisting Grinder

Mechanism

Pre-grind CoffeeStorage


BRAND IMAGERYAre brand imagery focuses on a few key aspects of the brand ranging from the coffee farmers and coffee pickers that work on our farms, to the fresh look of our coffee. We aim to show the heavy involvement that we have with our coffees source, as well as display our high quality coffee and our products, as well as showing that we are a responsible

company that believes in fair trade and doing our bit for the environment. With our brand images we aim to capture our strong values that we live by as a responsible coffee brand, and an ethical sourcing company. We like to show the customers where our coffee come from as we are proud of our farmers and farms.


SO, THATS US...So, thats us. We’ve come to the end of the jorney through the Black RoosterTM brand, We hope you’ve enjoyed the visual style of our brand and the values we each hold dear to us, its important to us that our customers understand the narrtive story in which the Black RoosterTM brand has grown from. Without

the story there would be no Black RoosterTM. Thankyou for taking the time to look through all the important aspects that make our brand what it is today, right from the farmers and thier familys that grow the coffee to the packeging on the shelves, and of course we hope you enjoy our product.

Pacó Montez and family. Owner of ‘The black rooster’. Quindio, Colombia.


WE ARE BLACK ROOSTERTM

WE MAKE COFFEE.THE RIGHT WAY.THE BEST WAY.

This document has been printed on paper made from responsibly-managed forestsusing biodegradable, vegetable oil-based inks.

www.blackroostercoffee.co.ukIssued by Black rooster Co.

Black Rooster coffee brand book

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