Brand Design Review : Off The Leaf

Off The Leaf

Off The Leaf Coffee Company is one of those brands that when you see and experience it, you never forget it. But I guess that’s the whole point of brand design in the first place…to have great visuals that leave a lasting impression. Through modern simplicity and vintage creativity, Off The Leaf has well utilized their branding to gain success. But the success of the company goes far beyond coffee sales, and exists for a much higher purpose.

 

Design Review

Off The Leaf keeps things clean and memorable when it comes to their logo. Their colors are mainly black and white, and their primary and secondary logo marks contain a mix of simple sans serif fonts with smaller serif fonts that compliment the name. A simple leaf icon is added as an additional element to accent the logo as a whole. These elements collectively are often encased within a hexagonal, slightly grunged emblem that adds just the right amount of vintage to the mostly modern mark.

off the leaf

The OFL logo, both with and without the emblem shape, is used in various ways on their hot and cold cups, giving their coffee-to-go a nice buttoned-up look. Their hot sleeves are also branded, and sometimes show custom logos (serving almost like advertisements) that present awareness for one of the causes they support.

off the leaf

One of OTL’s most impressive branding examples in my opinion is their mobile coffee bar, which not only serves coffee at events large and small, but also provides an entire coffee experience. Their logos are added to the wood facings of their bars, and large wooden crates are used for customers to sit on. Their mobile coffee bar experience creates a setting similar to a comfortable coffee shop, even when used outside. I’ve never been to their actual coffee bar location out in Billings, Montana, but I would bet it’s just as amazing.

off the leaf

On to my favorite part of OTL’s branding…their small-batch coffee packaging. The clean white bag is highly appealing and features their emblem brand mark and flavor name in black, creating a high contrast look. Different colors denote the blends, and a thin line map of each coffee’s origin sits behind the name.

off the leaf

Complimenting their coffee brand, Off The Leaf also owns 2 other brands; Three:Thirty Honey & Nut Bars, and Wake Energy Drink. Three:Thirty packaging rocks a trendy grunge script font on top of bright yellow. The leaf icon is used by itself in the emblem shape, connecting the snack bar brand back to its parent company.

off the leaf

Wake Energy Drink is packaged in small 8.4oz cans, like your Red Bulls and your Starbucks Refreshers, and is branded with the primary Off The Leaf logo. The name of the product itself is centered with a large sans serif font similar to the text on the coffee packaging, and the “A” in “wake” is cleverly crossed with a lightning bolt. The can itself stands out vibrantly, with a mix of metallic teal and the natural metallic silver of the can. Clean lines and fonts give the product a distinctly modern look and feel overall.

off the leaf

Lastly, OTL’s website is just as tight as the rest of the brand. It creates an excellent and easy-to-navigate digital experience, and gives a good representation of what the brand offers and stands for. The large photography, bright graphics, and catchy ads compliment the responsiveness of the site, giving it relevance to today’s web user.

off the leaf

About Off The Leaf

“We believe a cup of coffee is more than a cup of coffee. We believe it is our way to help those in need and work towards making the world a better place.” Brian Carpenter, youth pastor and owner of Off The Leaf, has used his brand to do just that…and in multiple ways. First off, a portion of every cup of coffee that’s sold goes towards three different causes. It supports “3Strands,” an organization created to combat human trafficking through sustainable employment, education and engagement initiatives. It also supports “Refuge Foundation,” an outdoor Montana experience that assists leaders in maintaining holistic health, and “MyFight,” which addresses the major injustices of the world created by poverty.

Another way Carpenter, along with his wife, uses his coffee brand to make the world a better place is at their 819 Grand Ave. coffee bar location in Billings, Montana. The bar was originally created to simply be a comfortable place for fellowship and meaningful conversations.

off the leaf

He believes it’s more important to use his coffee to minister to the community than to simply create sales.  “Coffee is a tool for us, a tool to be a blessing to people,” stated Carpenter in a Billings Gazette article. He’s also heavily involved with community outreach in the Billings area, like giving out cups of coffee to the homeless. “We pray with them, just to add value to their lives through a cup of coffee. We’re hoping we can make their lives a little better today by encouraging them, by noticing them, by talking to them, by seeing them.” In addition to all that he and his wife do at their location, they also have tons of child sponsor packets from Compassion International on the walls of their coffee bar, and they regularly encourage people to sponsor a child rather than buying a coffee.

 

The lesson we could all afford to be reminded of from the example of Brian Carpenter’s Off The Leaf brand goes well beyond good coffee and great branding. It reminds us of how we need to continue striving for ways to spread the love of God and proclaim His name in everything we do, as well as being a blessing to those around us in His name. The bible also talks about being “intimidators of God” (Ephesians 5:1). Using our gifts, skills, ideas, businesses, careers, resources, time, etc, we too could follow the example Christ has given us, and be the Gospel.

 

Sources: The Billings Gazette: “Making it in Montana: Off the Leaf serves coffee, and a higher purpose,”  Tom Howard

http://billingsgazette.com/business/features/making-it-in-montana-off-the-leaf-serves-coffee-and/article_c30948ff-3419-5c3b-bbee-9272ac8d72fb.html

 

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