Beams Collective

Sydney, Australia & Hong Kong
Identity Design
Sustainable Packaging Design
Brand Strategy
Website Design

The future of the coffee industry – by merging adaptogens with caffeine.

The challenge: This innovative coffee brand had a great product but struggled to tell their story and expand beyond this category. They were juggling many ideas at once, spending on social media with no clear direction, and unsure what their primary focus should be.

Clarity Brews Success

We helped reposition their brand by looking beyond the category of coffee and into functional drinks. Adaptogens became the hero, not just another ingredient. Sustainability, initially a part of their core messaging, became secondary after we realised it isn’t top of consumers’ minds.

Empowered to Explore

With a new focused brand DNA, the possibilities became endless. They're now confidently developing new products in the health category, securing partnerships with major retailers across Australia, Hong Kong and Singapore.

Since launching in Summer 2020, Beams has been invited to collaborate with coffee platforms Eat The Kiwi and Drink Morning, featured alongside some of the world’s best roasters such as Australia’s St. Ali.


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