"The new name for the brand, which repurposes waste coffee grounds in its products, was chosen to represent the idea of positively re-using old things and suggests an elevated, uplifting purpose. 'You must have a compelling and consistent brand and it’s vital to really nail the tone – visually and verbally,' explains William Brightman. 'That requires brilliant creativity and close collaboration between the teams responsible for copy and visual design. We now have exactly the right look, feel and tone for our brand, giving us a solid platform on which to build future success.'”