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.
At the heart of the identity is a confident monogram of ‘JM’ — Jack’s initials. 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.
The identity system is designed to stand out. A delicately balanced system of bold colour, scale and minimal typography brings the Jack Murat product, story, and uniqueness front and centre.
• Creative Direction
Photography: Josh Robenstone
Product Photography: Daniel Herrmann Zoll