If you've followed us for a while, you'll notice things look a little different around here.

It's been over a decade since two good friends from Melbourne built their own cold drip machine and launched what would become Australia's first specialty cold drip coffee. The idea was simple: specialty coffee shouldn't be something you can only get standing at a café counter. It should be there when you're on the go, in a rush, heading out the door or somewhere you can't get a decent brew.

Our brand needed to keep up with that idea.

The refresh touches everything. The fonts are bolder and more expressive. The colour palette is warmer and more distinct. The elk, our original symbol of freedom, vitality and strength, has been updated to feel more playful and modern while keeping the spirit that made it ours in the first place. The overall system is more flexible too, which means we can show up more consistently whether you're seeing us on a shelf, your feed or a billboard. We've also moved the entire ready-to-drink range into 300ml packs, a bit more compact and easier to take with you.

The goal was simple: make the brand feel like First Press actually feels to drink. Energetic, clean, a little unexpected.

What hasn't changed is the coffee. Same slow 10-hour cold drip extraction. Same obsession over sourcing. Same belief that specialty coffee should be accessible and ready whenever life calls for it.

Same coffee, great new look. Same spirit, more personality. We think so anyway, but we'll let you be the judge.