We’re so excited to announce that our rebrand for Central City Coffee won Portland’s AMA Max award for Branding! This was a true team effort with a nonprofit whose mission we deeply believe in and we’re thrilled to see the rebrand getting so much positive feedback. This is the third time in the past four years that Murmur has been honored with the AMA Branding award! We also got to host the award pre-party, inviting attendees to join us in our offices for drinks and treats before the show!
Central City came to us with a clear goal: capture their organization’s mission in an exciting rebrand that would connect emotionally with customers. We were inspired by Central City’s work to end homelessness by helping women, especially mothers, toward self-sufficiency through career training. It was clear to us that the nonprofit needed strong, empowering branding that would stand out on store shelves, and inspire both customers and the women in their program.
We created a series of names that evoke a connection to archetypes of powerful women for each coffee blend. In the hands of our designers, these names developed into fully fledged characters inspired by superheroes and mythology. The bold packaging catches your eye on store shelves as a bright piece of art. The final result creates a personal resonance between customers and the women of Central City, embodying the crucial, hope-filled work this organization does in our community.