Grada Reinvents Brand Design for Decaf Launch via Weave

Australian specialty coffee liqueur brand, Grada, unveils bold new packaging design to mark launch of Grada Midnight Decaf

Designed by independent creative agency Weave, the new packaging system evolves Grada’s existing brand system, while carving out a distinctive new presence on shelf.  Grada Midnight Decaf’s new packaging builds on Weave’s ongoing partnership with the brand, having originally developed the identity for Single Origin at its launch in October 2025.

Born out of Australia’s world-leading coffee culture, Grada was founded by Roscoe Power with a vision to create a coffee liqueur series grounded in specialty-grade coffee craft. Following the successful launch of Single Origin, the brand identified an opportunity to challenge perceptions of decaf and expand its range with a product that champions quality without compromise.

Weave’s remit was to design and create a label and packaging system that unmistakably belongs to the Grada family, while ensuring Midnight Decaf stands confidently on its own as a product rather than just a line extension.

Weave’s solution builds on Grada’s already established visual assets, retaining the brand’s distinctive blue as the Masterbrand colour story. In a category dominated by warm browns and oranges, blue continues to set Grada apart and will remain the unifying colour across future products.

For Midnight Decaf, a bold orange was introduced as a secondary hero colour, bringing warmth and accessibility while delivering strong on-shelf differentiation from Single Origin. Gold foil detailing and premium finishes maintain the craft cues and specialty credentials established at launch.

A key evolution of the design is the reinterpretation of Grada’s crosshair device. Previously used to denote the geographic origin of single origin beans, it has been reimagined to spotlight the partnership with Decaf Co, shifting the focus from provenance to collaboration while retaining a recognisable brand asset.

Dan Cookson, Executive Creative Director, Weave, said:

“The opportunity was to evolve, not reinvent. Blue is Grada’s signature colour and its strongest distinctive asset, so it was critical to retain it as the Masterbrand anchor.

By introducing orange as a bold counterpoint and reinterpreting the crosshair design element to represent partnership, we created a system that feels cohesive, premium and future-ready.”

Roscoe Power, Founder of Grada, said:

“From day one, Grada has been about celebrating specialty coffee in liqueur form. With Midnight Decaf, we wanted to prove that decaf can be just as complex and considered as any single origin blend. The packaging needed to feel like a true partner to Single Origin, not an afterthought.

Weave understood that balance immediately and helped us evolve the brand without losing what makes it distinctive.”

Grada Midnight Decaf was developed in collaboration with Brendon Bonacci, founder of Decaf Co and a leading advocate for specialty decaffeinated coffee. Using the Swiss Water process, the decaf expression prioritises flavour, craft and balance over origin.

Brendon Bonacci, Founder of Decaf Co, added:

“There’s a long-standing misconception that decaf means compromise. Through the Swiss Water process and careful sourcing, we’re able to deliver flavour and integrity without caffeine.

Seeing that craft and collaboration reflected so thoughtfully in the packaging reinforces the quality story behind the liquid.”

Grada Midnight Decaf extends the brand’s footprint in the specialty spirits category and reinforces its commitment to craft, culture and contemporary design. Grada Midnight Decaf is available online through Grada and Decaf Co’s websites.

Agency Credits

Executive Creative Director: Daniel Cookson

Creative Director: Darren Song

Creative Strategy Director: Amber Groves

Designer: Mike Lam

Production Director: Matt Bowman

Managing Director: Marijana Simunovic

Account Director: Ashley Ng