The Well is a chain of coffeehouses primarily in the Nashville area, with six locations and a roastery. Unlike most coffee spots, The Well operates as a non-profit with a mission of turning cups of coffee into clean water by funding projects in areas most in need. To date, they’ve donated over $433,000 to clean water projects, impacting nearly 145,000 people in 23 countries.

Recently, The Well enlisted design studio Carpenter Collective to refresh its brand identity and packaging. The Well had five main objectives, including elevating and modernizing the brand identity to reflect the premium quality of its offerings, strengthening brand cohesion, placing its mission at the heart of the brand expression, differentiating The Well from national coffee brands, and creating a flexible system that can grow as the brand expands.