In-house role — Head of Marketing
A brand evolution for an established roaster entering its next phase.
Extract had been roasting for nearly two decades. The product was respected and the business was stable, but the brand and customer experience hadn’t kept pace with the ambition. This wasn’t about starting over – it was about bringing what was already good into sharper focus.
I led a considered brand evolution – establishing a visual and verbal language designed to last, while shaping marketing and customer experience in a way that aligned with the realities of the business. I worked closely with senior leadership and external partners to translate long-term ambition into practical decisions the company could actually support and sustain.
What changed:
- A complete brand evolution including packaging, merchandise, digital presence POS and shipping materials
- A brand new customer experience team, combining marketing with customer service
- A brand strategy to propel the next stage of growth for the business
Joshua Small, Creative Consultant 