Australian grown. Family grown. Jack Murat is coffee made with pride.
The Murat name has been a pioneering part of the agricultural industry since a young Albanian immigrant named Hymet Murat, who soon became known as “Jack”, set up his first farm under the bright Queensland sun. Decades later, his three sons and grandchildren continue to operate his farm. Where tobacco once grew, today the fields are home to a thriving Arabica coffee bean plantation.
The Murat family approached TRiC to develop the identity, story, strategy and creative approach for Jack Murat across all touch points.
We developed a confident monogram of ‘JM’, Jack’s initials, which forms the heart of the brand. The word ‘initial’, derived from the Latin ‘initialis’, means ‘standing at the beginning’; reflective of both Jack’s pioneering role and the rare offering of Australian Coffee.
Brand
Creative Direction
Digital
Identity
Packaging
Storytelling
Strategy
Website
CREDITS
Copywriting: Letterform
Photography (Environmental) : Josh Robenstone & Nic Morgante
Photography (Product) : Daniel Herrmann Zoll
Typography: Suisse Int’l (Suisse Typefaces), Founders Grotesk X-Condensed + Mono (Klim Type Foundry)
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