Redhotblue: Real Conversations

With Primal Coffee Roasters

Behind every successful creative agency are businesses willing to take a leap, back a vision, and commit to building something meaningful. Real Conversations puts the spotlight on those businesses sharing, in their own words, how strategic branding and marketing have shaped their growth.

Redhotblue has worked alongside Primal Coffee Roasters for more than five years, supporting the business as it evolved from an ambitious local roaster into a recognised name within Australia’s competitive specialty coffee market. We chatted with founder Dan Shaw to find out how the decision to invest in marketing has influenced the direction of the business today.

What initially prompted you to invest in professional branding and marketing?
In the early days, we knew what we felt about coffee and what we wanted Primal to stand for, but we didn’t know how to articulate it or where to begin. There were so many ideas, values, and ambitions in our heads, and we needed help pulling all of that together into something clear, cohesive, and intentional. Professional branding gave us a way to translate our vision, personality, and purpose into a brand that people could recognise, connect with, and grow alongside.

Were there any hesitations around handing your brand over to an external partner?
No, we weren’t hesitant. We already had a strong awareness of Jody and the redhotblue team and the calibre of work they deliver, which gave us complete confidence from the outset. From the very first conversations, it was clear they understood not only our brand, but the importance of protecting its integrity while building for the long term. That trust has been consistently validated. The partnership has exceeded our expectations at every stage, and we’ve never once felt disappointed or uncertain in the direction we were heading.

Was there an aspect of working with redhotblue that delivered more value than you expected?
The education and guidance around what a brand really is. Redhotblue helped us understand that branding goes far beyond a logo or colour palette, it’s the essence of who you are, who you want to be, and how people feel when they interact with your business. It’s the full sensory experience: how your brand looks, feels, sounds, tastes, and even how it makes people feel emotionally. That deeper understanding has shaped every decision we make and added enormous value well beyond the visuals.

What has been the long-term impact of working with experts for your branding and marketing?
Consistency, clarity, and confidence. Our brand is instantly recognisable, adaptable, and scalable, whether we’re engaging with local café customers or national wholesale partners. Working with experts has allowed us to grow while staying grounded in who we are, ensuring that Primal remains authentic, professional, and strongly connected to our community as we evolve.

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