If you've experienced the process of growing your hair out from a short hairstyle to a longer one, you understand exactly what is meant by the "awkward growing out" period. This year CCS is creating a new design profile because we want to better and more simply communicate the work that we do. Design is a language that connects with the senses; it conveys meaning through images and style in a way that is intuitive. It does some of the work in communicating that words cannot.
CCS' new icon is the Right Whale, which got its name from whale hunters who appreciated it for having all the qualities that they needed. Just as the whale hunters viewed this specie as the 'right one' we believe our customers and suppliers are confident in us based on the quality of our work and products. We aim to find the right coffee supplier and coffee for the right roaster and vice versa.
Like CCS and its partners, the Right Whale species is divided into southern and northern groups that travel the ocean between the continents and always live within tight-knit communities. Whereas the Right Whale is distinctive and a bit odd it its looks and smile, we've been told that we're a bit odd and unique. We take this to mean that we're noticed for having a different approach to specialty coffee and are appreciated for it ;).
In the coming months, look out for the whale and its distinctive dark blue colour. The blue was chosen to both contrast and complement the playfulness of the whale while simultaneously conveying the complexity of our industry and the professionalism that our team strives for.
Our new typography - which you will initially see more in our price lists, print and posters - is inspired by the trade industry: it's a moderate and sober use of typography that used to be found on inventory lists from the 1930s until the 1980s, that we are repurposing for ourselves now.
We are now going to focus on unveiling a brand new website that will hopefully launch by the end of the year. The aims for it are to be easy to navigate, interactive, and containing all the information that you're wishing for in an accessible format.
A big thank you for your ongoing support!
- Melanie & the rest of the CCS team