WESTROCK COFFEE

From the grounds up

Westrock Coffee is an integrated coffee, tea, flavors, and ingredients provider headquartered in Little Rock, Arkansas, grown from an initiative connecting Rwandan farmers to global retailers into one of the largest coffee and beverage solutions providers in the U.S. Ruckus led the brand audit, identity, investor presentation, website, and internal launch.

Two companies, one brand, a public stage

Westrock had just acquired S&D Coffee & Tea, a company larger than itself, and set its sights on the public markets. The existing identity couldn't scale to match that ambition, and the merged organization needed one brand that could hold up under the scrutiny of going public, from a coffee bag to a boardroom.

A brand, and a story for the road

Ruckus modernized the Westrock elephant mark, built a color and type system, and grew a hand-drawn icon library more than forty marks deep, rooted in origin-country craft. The tagline, From the Grounds Up, carried a full voice platform across farmers, employees, customers, and investors.

Over an eight-month engagement, Ruckus built the investor presentation that carried Westrock's story to the road, custom decks for each audience Westrock pitched, sharpened for diligence and still human enough to feel like Westrock. Ruckus also designed and built the full website and led the internal We Are One Westrock launch.

Trading on Nasdaq as WEST

In August 2022, Westrock Coffee completed its business combination with Riverview Acquisition Corp. and began trading as a public company, arriving as one brand: a unified identity, an investor story told in its own voice, and a mark built to be examined under the public eye.