Which brands am I inviting to the pub? | Willow & Blake

During my internship at Willow & Blake, I’ve come across several brands that are absolutely excelling in the branding game—products I can’t stop thinking about. A brand isn’t just a logo, product, or name, it’s how all elements come together to form a cohesive, consistent presence that resonates throughout every stage of a customer’s journey.

Think of a brand’s personality like a person’s personality. It’s key to making friends (read: enticing customers) and getting invites (read: making sales). Just like in a group of friends, I’m drawn to brands with a distinctive, charismatic identity. They don’t need to be funny, but they should be easy to recognise and have a clear presence. If I'm standing in front of two similar products on the shelf, I’ll go for the one that stands out. It’s the brand that has personality, the one that feels like it could join me for a pint at the pub. Those are the brands I connect with, and more often than not, those are the ones I’m buying, following, and engaging with. A brand with personality doesn’t just capture attention, it builds loyalty and drives sales.

Alright, so who’s getting invited?

Graza

The name Graza instantly takes me somewhere. 7am at Queen Victoria Markets, the Italian deli owners calling out to thank their regulars, the air thick with the scent of meat, cheese, and coffee. Graza feels fun, considered and sensual.

The tagline 'This olive oil is special but it shouldn’t be' flips expectations, challenging the standard in a way that feels almost braggadocious, yet somehow humble. Both their humility and their confidence are compelling but together they’re a perfect pairing, like balsamic vinegar and olive oil.

Every aspect of Graza’s branding, from the packaging to the website and socials, feels cohesive and thoughtfully designed. Graza definitely takes its brand seriously, but it also knows how to have fun with playful graphics and witty website copy. Even the smallest details, like renaming their blog to "glog," demonstrate how every element matters. It might just be ordinary old olive oil but they make it feel anything but ordinary.

Olive oil might not seem inherently "fun," but the unique squeezy bottle makes it feel approachable, like cooking in your own personal episode of The Bear. They have thought about the product in every sense; taste, sight and tactile experience. While I’m not desperate enough to hang out with a bottle of olive oil, I can totally imagine myself having a pint with someone like Graza at the pub. That’s the power of approachable branding.

Strangelove

The first Strangelove product I ever saw was their Hot Ginger Beer. I remember thinking, “Wow, this is the coolest label I’ve ever seen,” and keeping the empty bottle as a keepsake, as all brand obsessed people do at some point. I admire Strangelove as it’s self-aware, premium and comedic. 

“Strangelove wasn’t born to make drinks that change your life. Drinks that make you hotter or smarter or cure your self-loathing or save the world from impending doom.” This is exactly the self-aware and irreverent vibe I’m drawn to.

The premium feel of their glass bottles also acts as an accessory to an outfit or adds a touch of class to a boring fridge. It’s that feeling of luxury at a relatively inexpensive price. Even their website goes beyond  the expected, featuring an interactive ‘digital sip’ that mimics the aromatics and experience of tasting one of their drinks by moving your mouse around the screen. It’s definitely extra, but that’s exactly the kind of investment in a brand that doesn’t pay off right away. Still, it adds something special to the experience, making it memorable enough that you’ll come back for more.

And the copy on their site? It’s perfectly consistent—drenched in existential dread (bored with everyday existence and need to feel something again) alongside comic references about how innovative Japan is. They even line the bottom of their Yuzu Soda with ‘とてもおいしい’ (very delicious in Japanese). Both Strangelove and Graza hold the same ideology that sticks with me: keep it honest, be proud, not cocky, and don’t take yourself too seriously. Honestly, it sounds like advice I could give myself. Hey Strangelove, I like your vibe. Let's meet at the pub in 20.

23Degrees 

23Degrees is my go-to morning coffee. They champion female growers, support independent farms, and roast beautiful beans to boot. Their 'Morning Glory' blend is pretty much my reason for getting out of bed in the morning. For that alone, they're definitely copping an invite to the pub. But while we're there I'd like to give them some boozed up words of advice.

For a brand with such a strong mission, the packaging doesn't do enough to showcase it. 23Degrees is probably trying to be humble, but their work is worth boasting about. I think they should call out their female growers on front of pack, maybe even featuring some beautiful imagery of them. Or, if they want to stick to their graphic look, they could design some thoughtful, small badges communicating their values and mission.

I love their fun product names, like the 'Mrs. Robinson' blend, but they could do with a little more follow-through. Where is the reference to The Graduate on pack? I could see this coming to life on socials with a reel communicating the blend's taste profile cut to Simon & Garfunkel. This type of creative has the potential to extend across an entire range of blends, each named after trailblazing female characters in cinema, and tying back to their mission to uplift women.

Whichever way they go, whether hero-ing actual female growers or leaning into powerful women in pop culture, consistency is key. The coffee market is cutthroat, and I'd hate to see a brand like 23Degrees fade into the background. In-store, brands like St. Ali are sleek and sophisticated, while DC is playful and inviting. Investing heavily in packaging that pops and a personality that's memorable reaps rewards for them. I'm assuming that 23Degrees doesn't have the big marketing budget of its competitors or even a Strangelove or a Graza, but small can still be mighty.

My advice to 23Degrees would be to invest in developing an identity that remains consistent across all channels, one that attracts consumers with both a clear, engaging voice and distinct look. Consider design changes that rise above your competitors and demonstrate that you're the MVP of the coffee game. 23Degrees, we’ll give you more ideas if you shout first round.

But what does this mean for your brand?

If your brand wants to get an invite to the pub (and cash from my bank account), it needs a consistent identity across all platforms, a distinctive character that stands out, and a willingness to be subversive along the way.

Ready to build a brand identity that people will cheers to? Let’s make it happen.