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Case Study Earth & Steam

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Earth & Steam

from bean to 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

the solution solution

We resolved to draw on every last fundamental principle, trick-of-the-trade, ounce of intuition and experience across the Khemistry team to craft an irresistible brand. And it went a little something like this...

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.

5. creating an online presence digital

Online coffee beans sales - a key revenue stream for Earth & Steam.

Adapting our steampunk theme and applying best practice user experience methodology, we created a visually rich, engaging, user-friendly and fully responsive web presence, with full e-Commerce capabilities.

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

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