As you probably know by now, we have a new look.

But we didn’t want to just tell you about it. We wanted to share with you how it came together.

Meet Nathan Chambers, Creative Director at The Art Co. He’s been working with Jacob and Emily for over 15 years, through various iterations of Mt Atkinson, helping shape the story and the strategic direction along the way.

So when it came time to refresh the brand, there was only one person we were going to call.

The brief: simple and bold

Our coffee already does the talking, so the packaging needed to be easy to spot, easy to read and impossible to confuse with anything else on the shelf.

Nathan put it like this: “This time round was really a focus on making the brand stand out and to be as simple and bold as possible.”

Not just a pretty bag

Good design has to work as well as look good. We’ve given the Mt Atkinson brand marks more room to stand out, and added new bag labels so you can find the right coffee faster.

Nathan is a firm believer in shaping brands to be the best and most potent they can be, while staying aware of the need to drive sales.

Moulded from the start

It was, in Nathan's words, “lots of conversations, coffees, head scratching, testing and refining.”

The design thinking was there from day one, not painted on at the end.

Nate says he’s looking forward to seeing how the refreshed brand and packaging goes. And it's safe to say, people are loving it.