Weave unveils refined new identity and brand world for coffee liqueur Grada

Independent creative agency Weave has reimagined the Grada brand with a sophisticated new identity and architecture designed to position the specialty coffee liqueur for retail success.

The announcement:

Independent creative agency Weave has unveiled a sophisticated new identity and brand architecture for Grada, the speciality coffee liqueur born out of Australia’s prolific coffee culture.

While Grada’s 2023 launch made waves with bartenders and trade, its next growth evolution required a brand built for retail and a consumer-facing landscape. Grada will debut its reimagined look as a bold consumer-facing brand designed to cut through in retail and connect in culture, via its national rollout in Dan Murphy’s.

Weave’s brief was to use the rebrand to capture Grada’s coffee-centric values, while carving out ownable and distinct white space in the crowded spirits category.

Weave’s solution was to tap into the craft of brewing, the ritual of drinking, and Australia’s cultural obsession with coffee, translating that into the world of spirits. Anchored by a refreshed logomark inspired by magazine mastheads, Weave positioned Grada less as a traditional spirit and more like a cultural moment. The iconic Grada blue was retained and refined to ensure strong shelf presence, while global grids and latitude lines reference the brand’s meticulous sourcing of beans from around the world.

Daniel Cookson, executive creative director at Weave, said: “Loved the opportunity Grada brought us, it’s such an exciting product to begin with, and the challenge was really about lifting its presence on shelf and creating a brand world that felt worthy of it. Projects like this don’t come around too often, so it’s been a real joy to be part of.”

Beyond the new packaging, Weave developed a vivid brand world expressed via finely crafted studio stills and lifestyle photography, capturing Grada’s duality: Melbourne meets Milan. Coffee meets cocktail culture. Craft meets creativity.

Roscoe Power, co-founder and CEO of Grada, said: “Weave has a rare ability to create white space in a crowded market, giving a brand room to stand out, and they have certainly delivered. Midway through the process we found out Grada had secured national ranging with Dan Murphy’s — 188 stores, with no previous listing — all while the brand refresh was still underway.

“The pressure was on. But in true Weave style, they balanced form and function and delivered a brand architecture that not only sets Grada up to move product off shelf at Dans but positions the brand to compete on the world stage of premium spirits.”

The new Grada identity and brand world will roll out across packaging, retail, digital, and content platforms from October. Grada will be in store nationally at Dan Murphy’s from October 15.

CREDITS

Executive Creative Director: Daniel Cookson

Creative Director: Darren Song

Creative Strategy Director: Amber Groves

Designer: Mike Lam

Production Director: Matt Bowman

Managing Director: Marijana Simunovic

Account Director: Ashley Ng

Studio Photography: Hugh Davison

Source: Weave