Modern Standard Coffee

After years honing her craft in the large-scale coffee trade, entrepreneur Lynsey Harley set out to prove that the precision, care and quality inherent in small batch speciality coffee roasting could be scaled-up. A modern, efficient way to roast exceptional coffee – at volume – for a global market. It’s indie spirit with big ambitions.

Proposition, name creation and the complete visual and verbal identity were all born from considering that duality between indie craft and established quality. To make great coffee accessible for everyone.

10 years on, and we’re still collaborating to evolve the Modern Standard Coffee story. Growing with the founder’s vision, and designing campaigns to support the causes for which the organisation cares deeply. Now, absolutely everyone – the residents of Edinburgh’s hip suburbs, the 1,000s of visitors to Copenhagen’s colourful canals and the well-heeled NYC commuters of Upper East Side – can enjoy the same great cup of Modern Standard coffee. Coffee that’s roasted with passion and know-how in the founder’s home country of Scotland, with no compromise on quality.

Project Scope

Naming
Brand articulation
Visual identity
Verbal identity
Campaign direction
Packaging
Motion principles

A new standard for everyone’s cup
A simple monogram borrows from the idea of a kite-mark – a benchmark of quality on a large scale. Patterns and shapes are inspired by the logo’s geometries; from the angle of the M, to the small bar it balances on (affectionately known as the ‘ingot’).

Growing partnerships
We’ve given Modern Standard a voice and platform to nurture the partnerships crucial to the success of the business. This voice has to speak on both a local and global scale. Sourcing coffee from world-leading farmers that the regulars at Modern Standard’s Edinburgh-based neighbourhood cafe can enjoy. They’re the trusted partner for the indie-bakery-down-the-road’s guest-blend and simultaneously the winner of sizeable wholesale contracts with national and international organisations like Channel 4, Visa and Ole & Steen / Lagkagehuset.

Something More Modern Standard Application7

Knowledge is there to share
Coffee can be a snobby business, but the whole Modern Standard model makes it accessible – not by dumbing down but bringing people along. From online brew guides for the at home beginner to barista training for aspiring talent at their London Coffee Studio, everyone’s invited to skill up.

Through our long-standing relationship with Modern Standard, we were entrusted to help champion the causes they care about. In true commitment to the cause, for International Women's Day, Modern Standard's 'M' monogram flips, proudly displaying a 'W' alongside language that champions gender equality. Their special edition coffee – Pachamama (meaning ‘Mother Earth’) – raised money for Women’s Aid, helping to end domestic violence against women and children.

A set of illustrated portraits were commissioned for the ‘Modern Women’ series – a collection of stories showcasing the trail-blazing women doing it their way.

To celebrate Pride month with the purpose and joy it deserves, this deliciously vibrant campaign is inspired by the Intersex-Inclusive Pride Progress flag and is firmly rooted in Modern Standard’s core belief: that great coffee is for everyone – absolutely everyone. Colourful, welcoming, playful, and an idea the whole community could get behind.

Taking meaningful action to raise awareness, and funds, via the world they know best: coffee. A lively, special edition Pride coffee blend celebrates the diverse process methods and growing regions from across the world, with profits from each sale going to Switchboard – a national LGBT+ helpline.