BRIEF
The Murat family engaged TRiC to develop the identity, strategy and creative approach for Jack Murat across all touch points. Most recently, this extended into a café offering in Sydney’s Bondi, Jack’s, where TRiC was tasked with shaping the brand for its new city venture.
RESPONSE
Our approach created a contemporary visual identity, stepping into open ground within Australian grown coffee because of its rarity. We led with Australian coffee, a distinctive and scarce offer, proudly endorsed by Jack Murat as both a point of difference and a statement of his pioneering role.
At the heart of the brand is the ‘JM’ monogram, Jack’s initials. It draws from an industrial and agricultural vernacular while also making the brand approachable and personal. The mark reflects both the rigour of farming and the human story behind it. Bold colour, scale and minimal typography ensure the identity cuts through the discourse around internationally sourced coffee, bringing the Jack Murat product, story and difference to the forefront. It is designed to establish itself naturally, settling in as a local favourite and celebrating the simple joy of drinking coffee.
Our overall approach to the art direction conveys the family’s heritage and establishes an authentic voice rooted in farming, connection to the land, and product quality, while highlighting the provenance and craftsmanship of the coffee.
The family has since ventured south to Sydney’s iconic Bondi Beach, where they share their coffee with the local community and introduce Australians to beans grown ‘just up the road’. A casual, hand-drawn gesture logo was created to represent this connection between farm and city.
OUTCOME
The Murat family approached TRiC to position Jack Murat as a leader in the Australian coffee industry—raising awareness of local production, strengthening brand recognition, and fostering consumer connection to a high-quality, homegrown and globally relevant brand. As the offering continues to evolve, so too does the brand, across website, packaging, social and collateral. No bells and whistles, just simple and honest expression.
