Rebranding Lincoln and York –
the best kept secret in coffee

Lincoln & York needed

to refresh their brand, as their business had grown significantly and they were now competing at a national level with major UK companies. They wanted a fresh new brand that was in line with their success but which still captured their distinct tone of voice and friendly personal service.

Fred delivered

a range of brand concepts that balanced the past with the future and focused on brand tone of voice alongside visual identity. The result was a high impact brand re-fresh that truly reflected the business Lincoln & York is today. The playful, sector-relevant tone of voice has been a key part of the approach and has given the brand a distinct personality, as well as a high quality style, that now runs through everything they do.


This brand development was about evolution not revolution as Lincoln & York wanted to retain some assets of their previous brand whilst creating something fresh, forward looking and more in-line with their growing presence in the sector. Feedback from team, clients and prospects has been excellent and the flexibility of the new brand has really come to life across new exhibition stands, branded environments and the website.

Tone of voice

Playful but always coffee related. The tone of voice development work has given a distinct personality to Lincoln & York’s communications and has had real impact with clients and the team.


A new, dynamic, fresh, responsive site with clever use of video, bespoke functionality and multiple engagement levels has significantly increased website traffic and online sales enquiries.


The corporate brochures needed to bring the brand to life, establish Lincoln and York as national players and convey the high quality product and bespoke solutions they could offer, all alongside the distinct personality of the company.


Fred art directed a new style of photography for the company which included their internal team shots. The aim was to create a style and tone that were fun, welcoming and engaging but still rooted in their core business of coffee. The shots taken have been very successful as they truly reflect the personalities of the business and the team within it and have been used with animation on the website.