They bring coffee machines back to life.
We did the same for their brand.

MAY 2026

CAFE TECHNICA

COFFEE EQUIPMENT SERVICES
TASMANIA, AUSTRALIA

Café Technica sell, service and rent coffee machines across Tasmania, supply spare parts and give quality second-hand machines another working life.

They know their industry inside out. They also understood that their website no longer reflected the business they had built. So they came to us for a new one.

There was just one problem: we couldn’t responsibly build a new website that took them forward, based on a brand (and strategy) that were already underperforming.

We always pick up the phone, even on weekend of Christmas Eve. We understand that for a cafe owner with a broken coffee machine at 6am we can be a lifeline.

Once we started digging into the reality of their customers’ lives, it became obvious that Café Technica treat every service call as an emergency. Just like 000 they turn up, triage and ﬁx things. To a tight-knit community of coffee lovers they can be a lifeline.

We wanted to position them as the emergency service of the coffee industry. That is how we arrived at Esprescue™: a punchy combination of two words that captures the role Café Technica already plays for its customers.

It is short, memorable, cheeky and unmistakably connected to the business. Most importantly, it is an ownable word rather than another generic coffee-industry phrase. It has everything we look for in a strong name.

We believed Esprescue™ was strong enough to become the company name and recommended exploring a complete rename. Café Technica considered the idea but made the strategic decision to retain its established name. We fully understand it is a next level commitment. We encouraged the client to move forward with trademark registration.

It now works as Café Technica’s brand promise, its central campaign message and a memorable shorthand for the care and urgency behind its service.

Esprescue™ led the visual identity, starting with bright orange as the primary colour—urgent, energetic and impossible to miss. Espresso brought in deep coffee brown, while warm taupe, cream and touches of yellow gave the palette balance and freshness.

To express Café Technica’s technical expertise, we chose monospaced typography. Few typographic styles feel more technical: every character occupies equal space, recalling diagnostic screens, machinery labels, service manuals and functional documentation.

That precision is balanced by retro-inspired coffee imagery.The result doesn’t feel like a cold engineering company or a generic lifestyle coffee brand. It is technical, yet human and full of character.

As one influential creative director put it: “In the beginning was the Word.”
The design came afterwards.

When the first vehicle-wrap concept produced by an external supplier didn’t reflect the new identity, Café Technica recognised the disconnect and brought us back in.

Vehicle branding is often underestimated. A service vehicle is a moving billboard that can carry the brand into almost any street, neighbourhood or business district—without the ongoing cost of traditional advertising. That visibility deserves proper creative thinking. An effective wrap isn’t a logo repeated across a vehicle; it is a considered composition of colour, typography, messaging and the actual vehicle form.

Working with Untold, we translated the Café Technica identity properly across the fleet and developed other practical brand applications, including team uniforms.

Now, the vehicles don’t simply carry the Café Technica name—they get noticed, attract attention and make the business recognisable wherever the team goes.

We extended the new identity across a range of practical brand applications, including team uniforms and vehicle wraps.

Project Deliverables at a Glance

BRAND STRATEGY

BRAND NARRATIVES

NAMING & IP

BRAND IDENTITY

CONTENT STRATEGY

UX/UI

CUSTOM DEVELOPMENT

ACCESSIBILITY

ANIMATION

SEO

With the brand in place, we could build the website the client had originally asked for, only now it had a clear idea behind it.

Designed and developed in Wix Studio, the new site brings machine sales, servicing, rentals, spare parts and second-hand equipment into one confident digital home.

It also works hard behind the scenes, combining an online store, CRM and automation to reduce repetitive management for the team.

Custom scroll interactions translate Café Technica’s identity into motion, creating a polished digital experience uncommon in the industry. The movement strengthens brand recognition, reinforces the company’s position as a forward-thinking industry leader and guides visitors towards key services and calls to action—all without compromising usability or performance.

We wanted to take a moment to say thank you. Trusting you with our website was one thing, but extending that trust to our brand name and creative direction as well was a bigger decision and it's paid off. Your expertise and guidance made all the difference.

Looking back, we're genuinely glad we chose to put our creativity in your hands rather than leaning on AI tools. It confirmed what we suspected: there's no substitute for a real creative partner who understands the brand and brings their own judgment to it.

Luba Lynch
Café Technica, COO

Brand Strategy

Naming and Copywriting

Brand Identity & Applications

Website Design and Development

SUMMARY OF DELIVERABLES

Researching the existing brand and business model, then working with Café Technica to clarify and agree on its future commercial direction. This exploration revealed that the business needed more than a new website—it needed a clear brand strategy and a narrative aligned with where it was going.

Creating the new brand word, memorable and ownable by Café Technica
— Esprescue™

New logo and Visual Strategy. Developing a cohesive suite of brand applications, including vehicle wraps, uniforms, merchandise, social-media assets and digital touchpoints—ensuring Café Technica remained recognisable and consistent wherever the brand appeared.

Wix Store

A clearly organised online store that makes it easy to browse coffee machines, spare parts and other products by category and brand.

Built using native Wix Stores functionality, it gives the Café Technica team a straightforward way to update products, prices, stock and content as part of their daily operations—without relying on a developer.

Content Strategy

Café Technica offers nine services across its domestic and commercial divisions.

We developed a clear content structure that gives visitors a quick overview of the complete offering without overwhelming them, then guides each customer towards the service that best matches their needs.

Brand-Led Copywriting

Website copy written in Café Technica’s confident, warm and technically precise voice—bringing the Esprescue™ promise into every part of the customer journey.

Custom Service Request and Payment System

A tailored submission process that guides customers through service options, helping each audience quickly find the right path. The system works with applicable conditions and upfront payment when the service is out of warranty.

Bespoke Scrolling Experience

Connected Business Systems

Connecting the website with Café Technica’s wider software ecosystem, including technician scheduling and spare-parts inventory. Bringing these tools together reduces duplicated administration, keeps information moving between systems and gives the team a more efficient way to manage daily operations.

CREDITS

Brand Strategy, Creative Direction, Naming,
Visual Identity, Copywriting, Website Design
& Development

Vehicle Branding & Wrap Design

Systems Integration & Custom Development

Olya Black®

Untold®

CODENAME™

They bring coffee machines back to life. We did the same for their brand.

As one influential creative director put it: “In the beginning was the Word.” The design came afterwards.