For over a decade, we’ve been roasting great specialty coffee and creating routes into employment for people experiencing homelessness.
A lot has changed in that time. Our cafés have grown, our wholesale community has grown, and the way people discover and enjoy coffee has changed too. So, we felt it was time for the Old Spike brand to properly show who we are.
Coffee that works harder
At the heart of Old Spike is a simple idea: coffee that works harder.
We care about where our coffee comes from, how it tastes and how it’s roasted. But we also know the power of reinvesting our time and resources into the right places, for us that’s creating practical routes into training and employment for people experiencing homelessness.
Our old identity didn’t always make those two sides of Old Spike feel like part of the same story.
The refresh brings them closer together. It gives us a visual identity that reflects the quality and character of our coffee, while making our social impact a more visible part of the brand.
A warmer, more considered look
The new Old Spike is deeper, warmer and more distinctive.
We’ve introduced richer tones, tactile packaging and considered details across our cafés and digital channels. The aim is for Old Spike to feel recognisable wherever you come across us, whether that’s picking up a bag of coffee, sitting in one of our cafés, or discovering us online.
Making coffee easier to choose
Stepping into the specialty coffee space can sometimes feel like it comes with a lot of jargon.
We want to make great coffee easier to understand and easier to enjoy, whether you know your washed Ethiopian from your natural Colombian or you just like a consistently decent cup.
As part of the refresh, we’re putting more emphasis on clear flavour descriptions, useful information and the incredible stories behind our coffees. From the people producing our coffee to the people finding opportunities here in London, we’re creating impact at every step.
Because knowing more about your coffee should make it more interesting, not more complicated.
Putting impact where you can see it
Our impact has always been part of Old Spike. Now, we want it to be easier to see.
We’ve been finding new ways to show the tangible difference behind what we do, from our Barista Training and Employment Programme to our Impact Dashboard, which shows the impact generated through purchases in our cafés.
The brand refresh gives us a stronger platform to tell those stories clearly, using real numbers, real people and tangible outcomes.
The same Old Spike underneath
While plenty looks different, the important things haven’t changed.
We’re still roasting specialty coffee from our Brixton roastery. We’re still working closely with producers and our wholesale partners. Our baristas are still making your coffee every day. And we’re still using coffee as a way to create practical opportunities for people experiencing homelessness.
The new look is simply a better reflection of all of that.
So, if you’ve been with us for years, you’ll hopefully recognise the Old Spike you know, just looking a little more like itself.
And if you’re new here, welcome. There’s plenty to discover.