They source the highest quality beans in the entire world themselves, are on a first-name basis with the coffee growers, pay fair prices, and use the traditional drum roaster personally to get the best from their beans. 

The new brand identity is inspired by the journey of the beans around the world: The new logo is like a stamp of quality based on the striking stenciled lettering on the sacks of coffee. Pictograms in the same stenciled look are emotional anchors, symbolizing the origins and uniqueness of each coffee variety. The yellow and blue color scheme borrows the colors in the Aßling city coat of arms, locating the brand in the region.