Spot On Coffee Roasters | Brand Direction & Slogan

The Client

Spot On Coffee Roasters is a private-label specialty coffee roaster based in Amsterdam. They work with some of the city's top cafés, restaurants, and hotels to create custom coffee blends tailored to each client. They're known for their precision and craftsmanship, and combine years of expertise with state-of-the-art roasting technology to deliver high-quality coffee.

The Challenge

Spot On wanted to elevate their brand presence with a playful (yet polished) slogan they could use across promotional materials, from T-shirts to water bottles and more. While they’re known for taking their coffee very seriously, they wanted a line that could capture their playful side as well. Alongside the slogan, they were also looking for a light brand direction that could guide their tone going forward.

My Role

I was brought on to develop a brand slogan that could be applied across merchandise and marketing touchpoints. The brief was to create something playful and memorable, while still signaling the premium quality and craftsmanship at the heart of Spot On’s roasting process. I also collaborated with their in-house designer to align visual and verbal branding, ensuring everything felt cohesive and true to the brand.

The Approach

I explored various directions through wordplay, tone, and storytelling - aiming for a line that felt simple and bold enough to print on a shirt or headline a campaign. Together with the designer, we built a creative direction that leaned into Spot On’s personality. The final slogan struck the right balance between fun and serious and gave the team a strong foundation to build on.

The Outcome

Spot On’s new slogan has since been used across branded merchandise and internal assets, and has helped sharpen the brand’s tone of voice. The team was thrilled with how the copy captured their spirit. It gave them a clear creative direction moving forward and a line they felt proud to share.