Grand Rapids, Mich., October 30, 2018 – Schuil Coffee, Grand Rapids’ legacy specialty coffee roaster and distributor, today announced a new visual identity created to better represent the carefully sourced specialty coffee inside each bag.
Schuil’s new wordmark uses lines and curves to showcase the company’s versatility, and represent the balance of boldness and delicacy that can be achieved from its coffee experience. Furthermore, it captures the emotion, expressiveness and respect for history that Schuil’s core customer has for the company and its coffee.
The Schuil team determined that refreshing its identity would best leverage the company’s nearly 40-year reputation and earned brand equity, as well as provide a launching point to kick off its enhanced sales efforts.
“We examined the reasons why Schuil’s coffee is beloved among its customers—high quality specialty coffee beans sourced carefully, roasted perfectly, and sold at a reasonable price point. We wanted to represent these strengths both in our packaging and overall messaging.” said Tim Volkema, Owner and CEO of Schuil Coffee. “Our team expertly sources, blends, and roasts to achieve bold, yet elegant results. I’m very proud of what we do, and I hope that our new branding will connect with our current customers and new coffee enthusiasts alike.”
Schuil was purchased in 2017 by Volkema after more than 35 years of ownership by the Schuil family. During the past year as CEO, he has worked with the existing team to maintain Schuil’s strong green coffee network around the globe and improve its roasting processes and capabilities while realigning Schuil’s product portfolio, building new retail relationships and making investments in new sales channels.
“Much of what people love has stayed the same, but we are continuing to experiment with our flavors and roasts, and streamlining our sales processes to get our products into the hands of both new and long-time customers,” added Volkema.
Translating that to packaging, the new logo displays the Schuil family name in a bold, sweeping, professional type with a graceful vibrancy. New packaging will display a watermarked coffee plant branch behind the name, evoking the company’s pioneering global sourcing heritage. Retail bags will also display a sketched portrait the company’s founder, Garry Schuil, alongside the company’s story.
Offering more than 100 types of coffee made from beans sourced from the most celebrated coffee-growing regions around the world, Schuil has relationships that extend back decades – much longer than most other coffee roasters have been in business.
The company will continue to roll out the brand this fall and winter with new marketing materials, a new website, social media efforts, and tasting events. More at schuilcoffee.com.
Schuil is West Michigan’s first specialty coffee roaster, and for nearly 40 years it has sourced, roasted and brewed specialty coffees. Offering more than 100 types of coffee made from beans sourced from the most celebrated coffee-growing regions around the world, Schuil supplies coffee, tea and brewing equipment to retailers, restaurants, coffee shops, offices, churches, hospitals and individual consumers. For more information, visit schuilcoffee.com.