Australian specialty coffee liqueur brand, Grada, has launched Grada Midnight Decaf, a counterpart to its inaugural coffee liqueur release, Grada Single Origin.<\/p>\n
Alongside the product launch, Grada has unveiled a new packaging design.<\/p>\n
Designed by independent creative agency Weave, the new packaging system evolves Grada\u2019s existing brand system.<\/p>\n
Grada Midnight Decaf\u2019s new packaging builds on Weave\u2019s ongoing partnership with the brand, having originally developed the identity for Single Origin at its launch in October 2025.<\/p>\n
The specialty coffee liqueur brand was founded by Roscoe Power with a vision to create a coffee liqueur series grounded in specialty-grade coffee craft. Following the launch of Single Origin, the brand identified an opportunity to challenge perceptions of decaf and expand its range.<\/p>\n
Weave\u2019s remit was to design and create a label and packaging system that unmistakably belongs to the Grada family, while ensuring Midnight Decaf stands on its own as a product.<\/p>\n
Weave\u2019s solution was built on Grada\u2019s already established visual assets, retaining the brand\u2019s blue as the Masterbrand colour story. In a category dominated by warm browns and oranges, blue has set Grada apart and will remain the unifying colour across future products.<\/p>\n
For Midnight Decaf, orange was introduced as a secondary hero colour, bringing warmth and accessibility while delivering on-shelf differentiation. Gold foil detailing and finishes maintain the craft cues and specialty credentials established at launch.<\/p>\n
A key evolution of the design is the reinterpretation of Grada\u2019s crosshair device. Previously used to denote the geographic origin of single origin beans, it has been reimagined to spotlight the partnership with Decaf Co, shifting the focus from provenance to collaboration.<\/p>\n
Weave, executive creative director, Dan Cookson, said: \u201cThe opportunity was to evolve, not reinvent. Blue is Grada\u2019s signature colour and its strongest distinctive asset, so it was critical to retain it as the Masterbrand anchor. By introducing orange as a bold counterpoint and reinterpreting the crosshair design element to represent partnership, we created a system that feels cohesive, premium and future-ready.\u201d<\/p>\n
Grada, founder, Roscoe Power, said: \u201cFrom day one, Grada has been about celebrating specialty coffee in liqueur form. With Midnight Decaf, we wanted to prove that decaf can be just as complex and considered as any single origin blend.<\/p>\n
The packaging needed to feel like a true partner to Single Origin, not an afterthought. Weave understood that balance immediately and helped us evolve the brand without losing what makes it distinctive.\u201d Power added.<\/p>\n
Grada Midnight Decaf was developed in collaboration with Brendon Bonacci, founder of Decaf Co.<\/p>\n
Bonacci added: \u201cThere\u2019s a long-standing misconception that decaf means compromise. Through the Swiss Water process and careful sourcing, we\u2019re able to deliver flavour and integrity without caffeine. Seeing that craft and collaboration reflected so thoughtfully in the packaging reinforces the quality story behind the liquid.\u201d<\/p>\n
Agency Credits:
Executive Creative Director: Daniel Cookson
Creative Director: Darren Song
Creative Strategy Director: Amber Groves
Designer: Mike Lam
Production Director: Matt Bowman
Managing Director: Marijana Simunovic
Account Director: Ashley Ng<\/p>\n
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