Rebranding is a major undertaking. What motivated Ethica to go through with it?

It was something the team had been thinking about for a year. Greg, our founder, is very intentional, and as Ethica has grown, we’ve evolved from a smaller brand into something a bit more established. The old logo served us well, but we started to feel like we’d outgrown it. There wasn’t a single moment or piece of feedback that pushed us to rebrand, it just naturally came up as part of our growth.

What was the team hoping to achieve with new branding?

We wanted a new visual identity that felt more industrial without losing the core of what Ethica is. The new logo still incorporates our iconic bean, but with a cleaner, more functional feel. We worked with a team of designers to bring it to life. I handled the label redesign, keeping the playful use of colour and shape but simplifying the overall look. Bauhaus was a big influence. We focused on function first, then aesthetics. For example, the shapes on our new labels are intentional, round shapes for filter bags and sharp shapes for espresso. It reflects the experience in the cup: espresso tends to be intense and focused, while filter coffee is more open and approachable.

What core values were you trying to express more clearly through the rebrand?

Ethica has always been rooted in function first. Whether it’s how we roast or source, everything we do is driven by purpose. Bauhaus really embodies that philosophy. The new branding reflects that—we simplified the look, but kept it bright, fun, and unmistakably Ethica.

What was the most challenging aspect of rebranding?

Honestly, juggling all the moving parts at once. From the logo to the packaging to the website and even potential updates to our café interiors, it’s a huge lift, and we’re not done yet. It’s tough to evolve while staying true to who we are, but that’s the challenge we chose to embrace and we’re really excited about where it’s going, and we hope our customers feel the same way too!