Bell Lane Coffee Roasters — Brand Refresh

Established in 2012, Bell Lane is an award-winning speciality coffee roaster based in Mullingar, Co. Westmeath. Their team has over 30 years of combined experience in the coffee industry. Only the best coffee makes it out of Bell Lane.

Business Challenge

Over the last four years, the Bell Lane team has worked hard to create an outstanding roastery, relentlessly focusing on quality, quality, quality. They’d travel to origin when permitted to meet coffee producers first-hand. They’d learn from the farmers and producers they met; they’d build relationships with everyone within their coffee supply chain. This relationship offers security to the farmer, their families, and communities, and security to Bell Lane to deliver quality-focused coffee.

However, within the organisation, they agreed unanimously that their logo – the Bean & Wing – no longer reflected who they were as a company. It no longer reflected their travel to origin, partner relationships, expertise, dependability, innovation, energy, and team. Lastly, it didn’t reflect their commitment to producing the best speciality coffee. Our objectives with the new brand identity were to; communicate how far they have come, who they are now and into the future; to shift their identity from being perceived as a commercially-focused coffee company to a “speciality coffee roaster”.

What we did

We helped the owners rediscover why they’re so fanatical about a little roasted bean; developed a revitalised, symbolic and meaningful brand identity to help share their unique story about their passion and evolution with coffee and create an engaging platform to educate coffee-lovers on their process and hero the people behind farm-to-cup.


Brand Strategy | Communications Development | Brand Refresh | Logo Design | Visual Identity Design | Packaging Design | Website Design & Development | Animation | Social Media Strategy and Content

Photography by Verona Photography

The previous branding had existed since 2012
Stylescapes presented
The journey becomes an adventure
Exploring the balloon icon for the new brand
Pages from the brand guidelines
Icons to differentiate each roast
Label design
Full width image caption should be be left aligned with the other text on the page
New website built on the Shopify platform
“We worked with BrandNew Creative to design a brand visual identity & communication strategy. From our very first consultation to the final delivery of all brand assets we were impressed by how thorough the team was. They really understood what we were looking for and guided us through the design process every step of the way. Communication was easy & fast and nothing was ever a problem. We really enjoyed working with Amos, Laura and David on a personal level.”
Denise Bell - Bell Lane Coffee Roaster