Eleven years on, it feels a bit surreal to be writing this from our own roastery in St Peters, talking about a new website and a refreshed look.
Most of you know the early story. Borrowing time on other people’s roasters. Getting mates who were handy with Photoshop to help with a logo. Hand stamping more bags than my wrists could reasonably handle. It was small, scrappy and very personal, in a way I am still proud of.
This note is really about two things that have grown out of that same story: a new home for us online, and a visual refresh that better reflects who we are now.
Why change anything at all
Those who know us know we are not “big announcement” kind of people. We prefer to keep our heads down, roast good coffee and let the work speak for itself.
That might be why we held on to our original branding for so long. It felt familiar and reassuring, a little reminder of where we started every time we saw a bag on a shelf. The values behind it were, and still are, simple: carefully sourced coffee, roasted with care, served in a way that makes sense whether you are on a busy bar or brewing at home.
Over the last few years though, it became clear that if we wanted Grace & Taylor to keep growing in a healthy way, we had to push out of our comfort zone. Not by changing what is in the cup, but by improving how people find us, buy from us and recognise us.
So we took a step back, did some honest self reflection and started two pieces of work in parallel:
a calmer, clearer website, and a visual refresh that matches who Grace & Taylor looks like heading into 2026.
A new home online, built around how you really buy coffee
Let us start with the website, because that is where many of you will notice the changes first.
The new site is not about inventing a different business. It is about making the experience of buying coffee, especially subscriptions, feel simpler and more reliable. Think of it as tidying the house properly rather than moving suburbs.
Over time we saw a few patterns:
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People loved their subscriptions, but found them hard to adjust.
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The path from “I just want beans” to checkout was not always obvious.
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Adding an extra bag or trying something new alongside a regular order felt harder than it should.
The new design focuses on what you feel every visit:
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Cleaner navigation so you can move easily between blends, single origins and subscriptions.
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Simpler product pages with tasting notes, brew suggestions and sourcing details in one place.
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Subscription set up is simpler now. You choose the coffee, the size and how often you want it, and we take care of the rest.
We have kept the first phase very considered. The aim is not to overwhelm you with new features, it is to remove friction. You should be able to get from “I am running low” to “coffee on the way” with fewer clicks and less second guessing.
Behind the scenes, we are already working on the next layer: more flexible controls from your account, gentler ways to adjust timing and easier options for adding one off bags to a regular delivery. Those improvements will arrive quietly, in small, solid steps rather than one big switch.
Why we decided to refresh the look
On the visual side, the change has been brewing for a while.
Our original branding did an incredible amount of work for more than a decade. It carried us from borrowed roasters to our own warehouse, into cafés all over Sydney and into kitchens around Australia. We will always be grateful for that little logo our mates pulled together in the early days.
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At the same time, the business has grown up.
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Our coffee line up has become more considered.
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Our sourcing has become more focused.
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Our roastery has moved from an idea to a real place that people visit and work in every day.
We wanted the way we look to reflect that maturity without losing the warmth and humility that got us here. The updated visual identity is our way of saying “this is still us, just in a cleaner, more honest light”.
You will see:
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Clearer packaging, so it is easier to spot your coffee on the shelf and tell blends from single origins at a glance.
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More room for useful information, like roast dates, tasting notes and simple brew suggestions.
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A calmer colour palette, closer to how the roastery actually feels on a normal day, not just in a photo shoot.
Nothing is shouting for attention. It is meant to feel familiar, just a little more refined.
What has not changed at all
This is probably the most important part for us to say out loud.
The coffee itself has not changed.
We still buy higher quality green coffees through a small group of trusted importers, people who know the producers and focus on long term relationships. We still roast in small batches in St Peters, cupping daily and adjusting carefully so Swift tastes like Swift and Graceland tastes like Graceland, week after week.
Our goals are exactly the same as they were on day one:
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Keep the quality high.
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Keep the process human.
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Make it easier for you to drink good coffee, wherever you brew.
If anything, the new site and the refreshed brand give us more room to focus on that work. Less time lost to clunky systems and confusing labels means more time spent on roasting, tasting and talking to customers.
Subscriptions, made a little easier
One of the most frequent pieces of feedback we have had over the years is how helpful it is to have coffee show up when you need it. The flip side, of course, is that life does not always run on a neat fortnightly schedule.
With the new site, we wanted to make our subscriptions feel more like a steady rhythm and less like a fixed contract.
A few examples of what that looks like now and in the near future:
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Setting up a subscription is clearer. You can see what you are getting, how often it will arrive and how much it will cost without needing a manual.
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Managing basics like skipping a delivery or changing your address feels more intuitive from your account area.
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Over time, we will add more options around timing and product swaps so the subscription fits your life, not the other way around.
For anyone already on a plan, you do not need to do anything urgent. Your coffee will keep coming. If anything looks odd once you log in, or if you are unsure how to make a change, please reach out. We are still close to all of this and happy to help.
How we hope it feels on your side
Our hope is that, as these changes roll out, Grace & Taylor feels more like a calm, reliable part of your day.
When you land on the site, you should find what you are after without digging. When you stand in front of a shelf, you should recognise our coffee and know which bag is yours. When you open a delivery at home, the coffee should taste like it always has: balanced, sweet and ready to brew the way you like it.
If anything about the new site or the new look feels confusing or off, I genuinely want to hear it. Honest feedback is how we got here and how we will keep improving.
A quiet thank you
Grace & Taylor has always been a community project as much as a business. From the friends who helped stamp bags in the early days, to the cafés that trusted us when we were tiny, to the subscribers who send a quick note when a coffee really hits the spot.
We might be the ones writing this, but none of these changes happen in isolation. Our team, our partners and our customers have all shaped what Grace & Taylor looks like as we head toward 2026.
So thank you, genuinely, for sticking with us through each quiet adjustment.
We will keep doing what we have always tried to do:
Carefully sourced coffee → Roasted with care → Delicious in your cup, no matter how you brew.
With much gratitude as always,
Matt & Keith
