Scooter Run puts CoffCo's kept illustrations at the heart of the brand: a friendly local roaster whose suburb-named blends feel like neighbourhood pride, not product codes. Warm, bright and confident, a local who happens to be serious about coffee.
02: Palette
Warm, bright, confident
Cream
#FFF4E8 Role: background
Sand
#FFE7D3 Role: surface, cards, hero band
Espresso
#2C1A10 Role: ink, body text, outlines
Scooter Pink
#F26D9C Role: accent, sticker fills, stars
Raspberry
#C22B5C Role: CTA, primary buttons, hero blob
Roasted Coffee
#7C4A2D Role: support, secondary text, chips
Cup Blue
#0A3283 Role: sparing support, kept from illo-cup and the vector logo; Bayside coding and B2B accents
Body-text pairs, measured: Espresso on Cream 15.3:1 and Espresso on Sand 14.0:1 (copy); Cream on Raspberry 5.1:1 (buttons); Cream on Roasted Coffee 6.7:1 (service lines); Espresso on Scooter Pink 5.9:1 (sticker labels). Pink on Cream is 2.6:1, so pink is decorative only, never body copy. All text pairs must hold WCAG AA 4.5:1 (final check at Gate 3).
03: Typography
Rounded display, highly readable body
Your neighbourhood roaster, at your door.
Four blends named after the corners of Melbourne we actually live in, plus six single origins that rotate with the seasons. Choose your coffee, pick your rhythm, and we will roast and post it while it is still singing. Change your mind whenever you like.
Roasted in Melbourne. Blends $16 to $22, single origins $16 to $28, all in 250g and 1kg bags.
Specimen set in Fredoka (display) and Nunito Sans (body).
Fredoka
Display face. Rounded and characterful; weights 500 to 700. Open source (SIL OFL), Google Fonts.
Nunito Sans
Body face. Humanist sans, rounded terminals, highly readable at 16px. Open source (SIL OFL), Google Fonts.
Suburb sticker: pink fill, espresso outline and ink, slight tilt. One per blend.
Save 10% every order
Starburst badge: subscribe-and-save and seasonal offers.
skip, pause, swap
Wiggle underline: raspberry squiggle for friendly emphasis in headlines and service copy.
20px radii
Generous corner radii (16 to 32px) on every card, chip and button. Nothing sharp.
The blend system is the neighbourhoods. Each blend carries a colour-coded sticker badge in Fredoka: Melbourne in Raspberry, Northside in Roasted Coffee, Southside in Scooter Pink, Bayside in Cup Blue. The badge does the wayfinding; choosing a blend feels like backing your side of the river.
Melbourne
Northside
Southside
Bayside
Suburb badge system applied to the four blend packs.
Primary and secondary buttons, price chip, frequency selector, review stars and the service-line treatment.
06: Illustration usage
The kept three, front and centre
Scooter is the lead. Hero-scale on a Raspberry blob; the delivery runner for heroes, subscription confirmation and delivery emails.
Dog is the personality. Mid-size, Espresso ink on Sand, beside how-it-works and the skip, pause, swap promise.
Cup is the sign-off. Small, in its native Cup Blue, closing sections with roastery story copy.
The SVGs are single-colour artwork, so they always sit on a coloured round, never bare on Cream; the dog is recoloured to Espresso ink on Sand. Calmer B2B treatment: same palette, tidier layout. Illustrations shrink to 64 to 96px corner accents, stickers become flat chips, wiggles and tilts go, and the published per-kilo pricing table leads.
07: Hero fragment
One hero, both audiences
Roasted in Melbourne, delivered weekly
Melbourne's friendliest coffee run.
Blends and single origins on subscription from $14 a week, with 10% off every order and skip, pause or swap whenever you like. Offices welcome: we keep whole workplaces stocked too.
Subscription leads (the hero commercial product); the office path is a first-class exit. One sentence states price, saving and flexibility.
08: Tone of voice
How Scooter Run sounds
"No lock-ins, no lectures. Just very good coffee, every week."
"Northside or Southside, pick a team. We roast for both."
"Your office runs on coffee. Consider us the logistics department."
09: Rationale
Why this territory wins for both audiences
Nobody else owns warm and illustrated. All nine competitors verified in Phase 1 do restrained craft, and this builds on equity CoffCo already has: the suburb blend names, the Behind The Blend storytelling, the kept illustrations.
The demand favours approachability. Home subscription demand is measured (390 searches a month, $4.56 CPC) and the office buyer is not a coffee expert. A friendly, plain-English brand with published per-kilo pricing turns the verified white space into something easy to buy, worth an estimated $8,000 to $15,000 per converted office a year.
B2B trust is kept by the system. Office surfaces use the same palette and type, calmer layout, pricing table first. Trust comes from clarity, not austerity.
Melbourne
Northside
Southside
Bayside
