SHIP'S LOG

Charted courses and completed missions from the high seas.

A Responsible Coffee Shop Re-branded

March 6th, 2013

Jay-at-High-Five-Coffee

Great article on our friend and client, Jay Weatherly for his wonderful work and handcrafted coffee at High Five Coffee Bar. Thanks Jay for the shout out to Atlas Branding in your article. Read the full story in the Mountain Xpress.

Quick blurb from the article: 

Weatherly decided to announce his business’ evolution with a rebranding. “It felt like the right time,” he says, “a way to clear some confusion and to express that we’ve grown — not just that we’re different from the Black Mountain Dripolator, but that we’re different than what we were five years ago.”

So Weatherly and his wife, Kim Hunt — who is also co-owner — came up with the new name: High Five Coffee Bar. “We picked [it] on my back porch after months of discovering what names were taken,” he explains. “It was an intense, long process to come up with a name and to pay heed to intellectual property rights.” He wanted a name that was friendly and welcoming, not serious or pretentious. “And I like to give high fives,” he says, grinning. He hired Asheville-based Atlas Branding & Design to turn the name into a new logo.

Weatherly saw the change as an opportunity to update the menu and the space itself as well. “We honed in on … the options we offer … with our coffee; they’re going to be crafted at the same level as our coffee.” For instance, instead of using flavorings containing corn syrup, High Five staff now make all of their flavorings in-house.

To upgrade the interior as well, Weatherly solicited feedback from his loyal customers. “I sent out a questionnaire asking, ‘What do or don’t you like? What would you change?’ And one of the suggestions was more seating.” He removed some of the two-top tables and built two bars, which added six more seats. “Bars encourage a communal seating atmosphere — you can sit down and do your own thing, or you can have a conversation with someone you don’t know. Philosophically, that’s what a coffee shop is there to be.”

What has not changed during the rebranding is Weatherly’s commitment to quality and fairness. As a product of working in coffee shops in the 1990s, when public awareness of the fair-trade coffee industry was blossoming, the integrity of the coffee production chain is one his top priorities.

“Our roasting company, [Durham, N.C.-based] Counter Culture Coffee, works directly with producers to make sure the condition of the farm has a sustainable view of how it’s growing down the road — it’s a ‘seed to cup’ perspective. That’s why I choose this coffee, and train my people the way I do.”