Since 2006, Ghost Town Coffee Roasters has guided people to great coffee through their on-site training, equipment maintenance, sourcing, roasting, and customer service. They came to Hardy to help develop a bespoke strategy and refreshed identity that better articulated the core of who they are and what they offer.
Through Hardy’s brand strategy approach, it became clear, especially during the survey phase, that Ghost Town was perceived as a reliable guide throughout the entire coffee process–from the farms where their coffee is sourced, to the local wholesaler or employee who is eager to craft quality coffee. It was also evident that their existing orange color and lantern symbol held strong brand recognition. So, with all this important information, we updated their primary color to forest green and tweaked the orange to be closer to the color a lantern emits. The ghost skeletal hand that holds the lantern emulates Ghost Town’s “guiding” approach and is also the inspiration for their secondary tagline; “the Spirit of Community”.
After wrapping the brand scope, we dove right into packaging design. Ghost Town needed a flexible packaging system that stood out on shelves and helped heighten their brand refresh. We leaned into the design language that we had already developed and created packaging that felt elevated yet approachable.
Ghost Town Coffee Roasters now has the strategy and visual system needed to create a solid framework for the brand moving forward.
Brand Strategy
Brand Identity
Logo Update
Brand Refresh
Marketing Research
Customer and Employee Surveys
Packaging Design
Montana
Immediately after the announcement of their brand refresh, they were flooded with overwhelming support from the community. As they grow into different markets, they now have messaging and visual tools that reinforce their reputation as coffee guides in both wholesale and retail.
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Reinforce Ghost Town as a reliable coffee guide in an ever-changing, competitive market.
Create a distinct strategy and brand refresh to help distinguish Ghost Town as a coffee industry leader.
Tap into existing brand equity while helping build a solid strategic framework so that the brand feels as thoughtful and authentic as their coffee.
Hardy facilitated a multi-phase brand launch that considered everything from employee-owner training to the ‘why pay more’ signs. The first step was to train all leadership staff on the new strategy. By providing consistent language, their leadership team has the tools to communicate the brand to all employee-owners and customers, utilize it in hiring, and lean on it for business decisions. To support the high level of service T&C is known for, we created talking points, rack cards, and tools that empower employee-owners to answer questions customers may have.
The Bridger Brewing team wanted to be prepared to can and distribute its beer after opening its second location. AMS partnered with Bridger Brewing for packaging design concepts. The first step in the packaging process involved a strategy session in which the unique identity of each beer was explored and dissected. Several concepts were then sketched out. Once a concept was selected for each beer, custom illustrations were created for cans and boxes. The result is a full lineup of beers, each with its own design that is unique while still clearly a member of the Bridger Brewing brand.
The longest line you’ll see comes from a reel.
Big ideas are best discussed on the back of a pickup.
