Hardy Coffee Co.
Branding, Packaging, Apparel
Hardy Coffee Co. will always have a special place in Fruitful’s heart. Autumn Pruitt, owner of Aromas Coffeehouse & Bliss Old Market Bakery, originally reached out to us to help come up with a name, logo design and packaging for a coffee roasting company she wanted to start. We had previously helped her refine the logos and design the brand book for her two related companies – little did we know, this little coffee roasting company would soon become so much more.
Name + Branding
After numerous naming strategy sessions – we arrived at Autumn’s maiden name: Hardy. Both of her parents had been such a big part of her business ventures – it was such an obvious thing to honor them in this way. We also liked how the name had a very strong, “hearty”, midwestern vibe. The creation and refinement of _____ the Bison, stemmed out of having a stalwart mascot representing the hard-working, Nebraskan values of the company.
The rebrand was completed in 2013 – and culminated in a line of beautiful package designs, that helped Hardy become a staple coffee provider for many other coffee shops, business and places of worship all over the midwest. However, in 2016 – Autumn made the exciting decision to rebrand both Aromas Coffeehouse and Bliss Bakery as Hardy Coffee Co. Now the brand we helped create was more than simply a coffee roaster - they were also a coffeeshop with 3 locations and prolific bakery.
After Hardy’s expansion we were tasked with re-designing the packages to be more usable, cost effective, informational and beautiful. We helped design a line with 3 variations – as well as a unique “We Don’t Coast Roast” package design in collaboration with the Omaha Chamber of Commerce.
Seriously Useful Coffee shirt
Aromas Coffee Shirt