Earth & SteamEarth & Steam
Khemistry Partners Andy and Ashton worship the bean. They’ve dedicated much of their lives to the pursuit of delicious, interesting and well-crafted coffee. In 2015, they partnered with their bearded buddy Mike and thrust themselves into the coffee game.
the challenge challenge
In a saturated market, Khemistry needed to:
Create a distinctive new coffee brand
Fit-out and theme two unique store locations
Develop a coffee bean eCommerce website
Launch the brand with a splash
1. the name game the name
Firstly, we needed a name with meaning.
We recognised that specialty coffee is a blend of origin and craft.
The source of our sacred bean, was origin.
A natural element harnessed to nurture what Mother Nature has given us, was craft.
2. what’s in a name? branding
We poured ourselves into creating a robust brand positioning statement that distinguished who we were and kept us in our element.
The statement became our internal compass and outside voice.
Earth & Steam Coffee Co. honours the integrity of nature by crafting coffee true to its origin. We combine raw elements to create visceral experiences both in and out of the cup. We are focused on tasting good - through good taste. And we believe it’s equally important to connect as it is to consume. We are an adventure not a vendor.
3. giving the name a face branding
Our steampunk look and feel originated from the brand positioning statement – “We combine raw elements...”
Bringing together steel, copper, leather and wood we created a suite of iconic brand collateral (cups, trays, takeaway packaging, aprons, posters, signage, business cards…) and sensory rich built-environments for our two shop locations.
4. creating what you see store front
The only place Earth & Steam blends in, is the roastery.
For everywhere else, the mission was to stand out.
So we secured two unique shipping container shop locations. One at the popular new Night Quarter markets on the Gold Coast and the second in QUT’s flagship Creative Industries Precinct at Kelvin Grove.
Khemistry got hands-on applying our steampunk theme to craft an unforgettable customer experience with creative signage, interior design and point of sale assets.
We planned, designed and fitted out a shopping container for each of our locations.
6. how’d we do? results
The only thing instant about Earth & Steam coffee was its success.
customer loyalty cards accumulated at our QUT store in the first week of trading
bags of beans roasted in one weekend for Night Quarter
coffees sold in our first weekend of trading at night Quarter