Ritual Coffee Roasters has unveiled a new look, with new colors and typefaces to better reflect Ritual in 2016. But don’t worry, the iconic cup and star isn’t going anywhere. The updated branding means new packaging, new signage, a new website and new merchandise.
Way back in 2005, when Ritual originally opened in San Francisco, it kick-started the coffee revolution that we all now take for granted. The colors and typefaces that were chosen then were emblematic of the battle that the young company was prepared to fight, to teach a skeptical clientele about how great coffee could be.
Eleven years later, the coffee scene in the United States (nowhere more so than in the Bay Area) has come a long way. The café environment is in a state of peace and continuing innovation, perhaps post-revolution. Customers have come to expect single origin espressos, know what to look for in pour-over technique, and even order by variety. But few are too exclusive to pick up a cup of well-executed batch brew when they’re in a hurry. It’s a good place to be.
Ritual’s new branding reflects the current mood: still incredibly enthusiastic to be a resource for coffee information, but also recognizing you don’t need to be assaulted by it. The aim is to be approachable and friendly – comfortable and having fun, not waging a war or running some members-only club.
The most visible change will be Ritual’s new 12 ounce coffee bags. The company is especially excited about them, because they work to protect the coffee, but they’re also compostable! Included on the bag is a wrap-around label boasting a wealth of information, including the story of the coffee and the harvest date. Espresso labels will have a recipe for how to brew it best. The label is removable, so that if you love a particular coffee, you can keep the label as a souvenir, and as a reminder to pick up a bag when it comes back next year.
Don’t panic, Ritual’s not getting stodgy or going corporate. They’re still fighting the revolution on many fronts — namely how to make sure farmers get paid a living wage for the work that they do, the work that means we all get to drink great coffee. Thanks for helping make it this far!
