Seven Seeds
Seven Seeds isn’t new. They helped define what coffee is in Melbourne and globally, long before hashtags, long before brunch became a thing.
But legacy doesn’t protect you from perception. And perception, in their case, had begun to shrink.
The kind of shrink that happens when your voice goes quiet. When your brand becomes a café — not a roaster, not a supplier, not a storyteller.
They came to us with something rare: self-awareness. And a brief that most brands are too proud to admit:
“Our social media makes us look like just as a café.”
We were tasked with:
- Repositioning Seven Seeds as a roaster-first, not café-first.
- Rebuilding a brand connection to Melbourne, the city that birthed them.
- Speaking to three audiences at once: wholesale partners, online coffee lovers, and café customers.
And we had to do it all with branded storytelling, not generic content.
Client
Seven Seeds
Year
2025
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The Brief
We pulled the brand out of the café and into the streets.
Starting with a ground-up strategy, we focused content around three key verticals: wholesale, retail café customers, and home brewers. We developed a content matrix and storytelling rhythm built around authenticity, education, and community.
But the real flagship?
A campaign designed to make Melburnians stop, look, and feel something:
“From Melbourne, With Love.”
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The Work
“From Melbourne, With Love.”
A campaign that didn’t sell anything.
It reminded people of what they already knew, but had forgotten.
We photographed Seven Seeds coffee and merch around iconic Melbourne locations.
Not logos. Not slogans. Just honest visual love letters to the city that made them.
Imagery that felt like street art. Like memory. Like home.
Then we extended it:
- Wholesale partners were transformed into postcard features — a gesture of mutual respect and belonging.
- Street posters in local neighbourhoods mirrored the tone of voice — not promotional, but personal.
- Internal shoots captured the team, the process, and the ritual behind every roast.
This was not a high-gloss production.
It was deliberate. Sparse. Honest.
We weren’t shouting. We were whispering the truth — with conviction.
The Outcome
Look at their Instagram today.
Then scroll back one year.
It’s not the same brand.
- The feed tells a story. Not a menu.
- Wholesale partners share content without being asked.
- Online buyers can finally see the value before they taste it.
- The café is no longer the face — it’s part of the whole.
- The brand feels bigger. Because it always was.
They didn’t grow into something new.
They stepped back into their size.
The Real Result
Seven Seeds is what every legacy brand hopes to be:
Relevant again, without betraying what made them worth remembering in the first place.
We didn’t create a new story.
We told the old one properly.
Because in the end, people don’t fall in love with coffee.
They fall in love with the people, the places, the rituals, and the feeling.
We just made sure that’s what they saw first.
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