NewGround – Expertly crafted coffee meets social responsibility

Having partnered with Confederation from the very beginning—supporting NewGround through high-profile collaborations with Selfridges and Jamie Oliver, as well as the opening of two additional sites—our team has an intimate understanding of the brand’s journey.

Through the NewGround Foundation, which helps ex-offenders into employment, founders Joel and Dickon wanted their brand to stand for something as bold as their coffee. ‘Coffee with conviction’ as their rallying cry, Confederation overhauled every touchpoint—from packaging to Digital experience—so the brand didn’t just talk the talk, it lived it.

To act with conviction is inherently energising—a statement full of determination, motivation, and grit. That same ‘get-up-and-go’ attitude that drives the business was something we wanted to infuse into every aspect of the brand. In seeking a visual identity that felt active and alive, we looked beyond the coffee category to the world of sport, where zingy oranges and reds are often shorthand for energy and passion.

The vibrant orange also carries a secondary, tongue-in-cheek nod to the work NewGround does in prisons, helping ex-offenders navigate back into employment.

We coupled this vivid palette with repeating graphics and typography to create a brand that felt visually perpetual, reinforcing a sense of uncompromising momentum.

NewGround are drivers of change—from fresh starts in life to bold new flavours, the brand embraces fresh perspectives at every turn. To reflect this, we introduced a playful brand asset: a “NEW” illustrated in a different style for each product and flavour. These ever-changing tags celebrate NewGround’s tireless pursuit of what’s next, giving every interaction a sense of discovery and personality.