Since Groundwork first opened their Venice Beach cafe doors in the early 1990s, they’ve been committed to serving exceptional, organic coffee that inspires people to work hard, dream big, and impact the world. Because of a loyal community of coffee drinkers and cafe goers, Groundwork expanded up and down the West Coast with two thriving roasteries in Los Angeles and Portland.

When Groundwork was offered the opportunity to expand nationally, they knew their company was entering a new and exciting era — it was the perfect time for a refresh.

With their brand refresh they wanted to communicate their down-to-earth attitude, eco-friendly practices, and community-driven approach. Their color palette includes earth tones like marigold yellow, faded blue, and olive green, reminiscent of Southern California landscapes, like golden chaparral, coastal oak groves, and shorelines. The graphic, black cutouts stand out against these softer colors.

Groundwork continually returned to the image of “dirt under fingernails” to represent the intersection of humans and nature that’s at every step of the coffee-making process. This is represented with the graphic cutout hand reaching toward the flower that’s echoed across their brand new website, packaging, and environmental signage.

We adore their new logo. Handmade and entirely custom, it’s modern while still feeling like Groundwork. From the ground up, they’re always looking for new ways to bring you exceptional coffee with as little environmental footprint as possible. They know organic matters and their commitment continues into 2022 and beyond.

They color coded each product type and simplified their label content for shopping ease. Because sustainability is one of Groundwork’s core principles, you can now learn more about their eco-conscious approach. Additionally, Groundwork chose earth-friendly Biotrē™ bags to package their beans. These bags are made from 60% renewable plant-based resources by weight, which break down into a healthy compost.

Keep an eye out for Groundwork’s new product packaging, hitting the shelves of Mother’s Market!