Coffee that matters.



Propeller Coffee Co

Our role

Brand strategy
Brand identity


How do you take your coffee? With a conscience? Propeller Coffee Co is an award-winning, small batch specialty roaster and coffee shop based in Toronto, energized by caffeine and their passion for sustainably sourcing and roasting the world’s best coffees. 

Our passion for coffee and giving back to the community made us an ideal pairing, and we began by developing their new brand from the ground up. Literally. While Propeller was breaking ground at their 50 Wade Street location, we were engaged in rolling out every aspect of their new look. Combining the letter P and the coffee cup profile opened the door to an entire brand identity, anchored by an iconic symbol that is instantly recognizable and differentiates Propeller from an already crowded market.