Brand Identity Design for Coffee BOATS
Coffee BOATS
Brand Identity Design
Neighbour Co. was commissioned to develop a cohesive brand for Coffee BOATS in support of its market launch. The work included brand strategy, naming, visual identity, packaging and product development, all built by translating the client’s unique social ecosystem into a compelling brand story.
A Story Brewed In Hong Kong
Coffee BOATS—Coffee Based on a True Story—is a mission-driven roastery founded by Wah Yan College Kowloon alumni and fellow Catholics. As a Benefit Corporation (B-Corp), the company commits 20% of its revenue to Caritas Hong Kong to empower local communities. Its unique, socially conscious business model connects the globe to the Hong Kong community: beans are directly sourced from Catholic farms in Ethiopia, Thailand and Colombia, then roasted in Hong Kong by grassroot women. A group of Caritas youth has also been trained to serve as professional baristas at local pop-up stores.
Brand Strategy and Naming
With insights derived from the extensive focus group research on market opportunities and consumer perceptions, Neighbour Co. established the brand strategy. This included defined values, messaging hierarchy, distinct brand personality and the brand promise, “Coffee Based on a True Story”, which serves as the North Star for all communications. The brand name BOATS, an acronym of the brand promise, was developed to encapsulate the narrative-driven nature of the business and the journey of the beans from farm to community.
Visual Identity Design
To reflect the brand personality, the visual identity employs a handwritten script logo and a warm colour palette, emphasising craftsmanship and human connection. Our hand-drawn illustrations of animals native to the coffee-growing regions further deepen the storytelling. These assets connect the international farmers with the local Hong Kong roasters and consumers, creating a unified visual language applied across product packaging, shopping bags, websites, social media, staff uniforms, and event settings.
Product Development — Tasting Kit Design
Neighbour Co. transformed the brand’s hero product, a tasting kit, into a storytelling medium. Moving beyond a standard box, it was designed as a storybook, directly mirroring the brand promise of “Coffee Based on a True Story”. As customers flip through the storybook’s pages while enjoying drip bags from various origins, they discover the real people and stories behind their coffee, a journey that reveals its mission-driven business philosophy.