LORING SMART ROASTERS | Branding

SUPERIOR IS OUR STANDARD

Engineered for a coffee roasting experience like no other, every Loring roaster gives you unmatched quality,
unheard-of efficiency, and unparalleled control.

The Project:

Loring leads the coffee roasting industry in technology, efficiency, and satisfaction. But, they lacked branding to effectively communicate these superlatives. And on the cusp of debuting their new darling (the small-but-mighty S7 Nighthawk), they needed to get their brand together.

Contracted by creative agency, The Engine is Red, I collaborated with a creative team to evolve the company’s marketing messages for tradeshow collateral, print advertisements, and a new flagship website.

The writing work:

The concept I crafted speaks to a clear hierarchy of outstanding benefits. With this approach, Loring can consistently communicate their machines’ proprietary features in a way that connects with their most important customers: roastmasters and entrepreneurs.