23 Degrees Roastery
Our name is inspired by the Bean Belt, the land 23° north and south of the equator, where most of the world’s coffee is grown. But what we want our name to mean to you is down-to-earth, straight forward honesty, high quality, and working partnerships.
Where beans are grown and how they’re harvested greatly shapes how they taste, but it’s our meticulous roasting craft that truly brings out their flavour, aroma and body. We apply our artisanal techniques to the best organic and fair trade Arabica beans and offer them to you for an awesome coffee experience. No one should miss a freshly roasted cup of coffee from our hand-crafted roasts.
23 Degrees Roastery officially launched in April, 2011, the fruition of a passion for coffee that had been ‘brewing’ over the past ten years. Benjamin Yu and his business partner Ben Safa teamed up to form a local Toronto business intent on bringing freshly roasted certified organic and fair trade coffee to the Toronto scene.
While the Canadian east and west coast coffee cultures are well established, there has not been much of a local movement in Toronto, especially in retail. 23 Degrees Roastery aimed to change this, and developed their roasts and blends to maximize the natural flavour of the coffee beans without burning or charring.
The response from our consumers has been fantastic, and most say that our coffee provides one of the most flavourful and smooth cups of coffee they’ve ever had. All it takes is one taste!
The Logo and Packaging
Our logo is one of the most distinctive features of our branding. We knew we wanted something that would stand out in the coffee world, something edgy that would look good even beyond the coffee bag. We also wanted something that didn’t immediately broadcast that what it represented was coffee. This has given our logo a measure of intrigue, but if you look closely the coffee theme is there: in addition to our name, a reference to the bean belt, you can see coffee beans scattered amongst the welling flames, a tribute to the roasting process we use to bring our beans to their fullest flavour. Thanks to Tibor Svajko, a graphic designer, we’ve generated eye-catching packaging that has been featured on the Dieline, the world’s number one website dedicated to package and design.