Royal Coffee
- Royal Coffee
Refreshing a 40-year legacy for a new generation of roasters
Royal Coffee has been importing green coffee for over 40 years. They’ve built deep relationships with producers around the world and a reputation for quality that roasters trust. We worked with them on a logo refresh and a new website that could hold the depth of what they do.
The logo
The logo
The original logo had been in use for decades, but the source files were long gone. We worked from what existed, studying the letterforms closely to understand what made them feel like Royal. The goal wasn’t to start over but to restore and refine.
The refreshed logo breathes a little easier. The letterforms are more balanced and work better across digital and print, but it still feels like the same brand. Evolution, not revolution.
The website
The website
Royal’s offerings are deep and detailed. Each coffee comes with origin information, processing methods, flavor notes, and context about the producer. The site needed to make all of that accessible without overwhelming buyers.
We designed the Offerings section to invite exploration. You can search with purpose or browse and discover something new. Either way, the information is there when you want it.
Needmore was one of the first people we called when we got serious about this project. We know that in order the reflect the heart and soul of The Crown, we needed a digital representation and online platform where we could share our findings freely and widely.
The site also supports Royal's Crown Jewel program and The Crown, their lab and tasting room in Oakland. It’s a platform built to grow with them as they keep shaping what specialty coffee importing looks like.
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