Coffee Based on a True Story

Coffee BOATS is a mission-driven roastery founded by Ringo Lam and supported by Caritas Hong Kong and the Catholic Diocese of Hong Kong. The brand operates on a unique, socially conscious business model: coffee beans are sourced from Catholic farms in Ethiopia, Thailand, and Colombia, roasted in community kitchen by women from low-income households in Hong Kong, and sold in pop up stores organised by formerly incarcerated youth. Neighbour Co. was commissioned to translate this complex social ecosystem into a cohesive brand, leading the strategy, naming, visual identity, packaging and product development. 

Brand Strategy and Naming

The project began with extensive focus group research to identify market gaps and consumer perceptions. Leveraging these insights, Neighbour Co. established a brand strategy consisted of brand values, messaging hierarchy, brand personality and the brand promise, "Coffee Based on a True Story," which serves as the North Star for all communications. The brand name "BOATS"—an acronym of this promise—was developed to encapsulate the narrative-driven nature of the business and the journey of the beans from farm to community.

Visual Identity Design

To reflect the brand personality, the visual identity employs a handwritten script logo and a warm colour palette, emphasising craftsmanship and human connection. Neighbour Co. further enriched the brand storytelling through hand-drawn illustrations of animals native to the coffee-growing regions. These assets bridge the gap between the international farmers and the local Hong Kong roasters, creating a unified visual language applied across product packaging, shopping bags, websites, social media, staff uniform and event environments

Product Development — Tasting Kit Design

As the hero product for launching the brand, Neighbour Co. developed a tasting kit that transforms traditional packaging into an educational tool. Rather than using a standard box, the kit was designed in the format of a storybook, directly mirroring the brand’s concept of "Coffee Based on a True Story". This format allows customers to "read" through the brand’s unique business model, enjoying the drip bags from various origins as they flip through the pages to learn about the real people and stories behind their coffee.