From The Streets of Melbourne
Celebrating the anonymous hours spent by countless Melbourne creative talent.
BEST was approached to develop a through the line brand strategy and creative campaign to connect new consumers in new ways with this evergreen and iconic Melbourne brand.
Since 1962, Grinders Coffee has been dedicated to sourcing, roasting, and delivering the best single-origin and blended coffees in Australia.
In 2019, BEST conceptualised a new strategic brand undertaking and developed The Grinders Grant as the basis of the From The Streets of Melbourne brand campaign. Multiple grants of $25,000 were made available to emerging Melbourne talent in the fields of design, fashion and music from Melbourne's rich talent pool, whose anonymous hours of work before achieving recognition are so often fuelled by caffeine.
Talented Melbourne singer-songwriter JANEVA, alongside illustrator Antra Svarcs and jewellery designer Megan Moss were announced as the first-year recipients and the brand campaign, built primarily on branded content, social media and print were bought to life.
"If there are a few things that Melbournians are known for, it's our coffee culture and our love for wearing black. These two things that align beautifully with the pillars of design, fashion and music - the pillars of what The Grinders Grant is born out of. To be able to put the call out to emerging artists and provide support to kick start their careers is meaningful and something we have been proud to be a part of".
- BEST Business Director Janelle Toomey