Introducing A New Design To Tell Our Story

Today, The Well Coffeehouse begins a bold new chapter - one that brings greater clarity, energy, and purpose to the story we’ve always told: turning coffee into water. With the launch of our refreshed brand identity, we’re inviting every guest, partner, and supporter into a deeper, more engaging experience, one that celebrates both the craft of specialty coffee and the impact it can make.

This rebrand is more than a new look, it’s a new way of telling our story. From visual updates to refined language, every element was designed to highlight the excellence behind what we do and the mission that drives us.

Why We Rebranded

For over a decade, The Well has existed to create community through coffee while funding life-changing clean water projects around the world. But we recognized that while our mission was powerful, our message wasn’t always clear. Were we a nonprofit coffeehouse? A roaster? A social enterprise?

The answer is: all of the above.

This rebrand is our way of bringing those parts together under a more intentional and unified identity. It gives us the tools to communicate more clearly, expand more confidently, and engage more people in the story we’re telling.

A Clearer Brand for a Deeper Story

A key part of our rebrand is the distinction between two expressions of who we are:

The Well Coffee Roasters

This will be our primary logo featured on coffee bags, social media, and merchandise. It marks a shift in how we tell our story, from being seen solely as a coffeehouse that roasts coffee, to being recognized as a coffee roasting company that serves its coffee in six coffeehouse locations.

We build direct relationships with farmers, purchase green coffee, roast it ourselves, and bring it to market. This logo represents that full journey.

The Well Coffeehouse

We will always be The Well Coffeehouse. This logo is deeply rooted in our brand identity, and it’s not going anywhere. You’ll continue to see it on all of our brick-and-mortar locations and every coffee cup we serve.

Cultivating community is one of our core values, and we’re committed to preserving the spaces that bring people together - not just as a coffee roaster, but as a true coffeehouse.

Where the Rebrand Begins

The rebrand first debuted at the grand opening of our newest coffeehouse in Franklin, TN - a fully reimagined space that reflects both our updated look and our enduring mission. From there, the new identity begins rolling out across all of our platforms: website, social media, packaging, and in-store design.

Next up: our Brentwood location. Guests there will be the first to experience the new brand beyond Franklin, with the rest of our stores following in phases throughout the one - two years.

What Doesn’t Change

Though our look may be evolving, our mission stays the same. We remain deeply committed to purchasing coffee with purpose, honoring coffee producers through relationship-based green coffee buying, and using every cup to help fund clean water projects around the world.

“Specialty coffee is our craft, but transformation is our purpose. This new brand makes that story clearer,” says CEO Mark Barns.

A New Look, the Same Heart

This is more than a rebrand. It’s a recommitment to clarity, community, and the cause that drives us.

Whether you're visiting a coffeehouse, subscribing to our coffee online, or serving it in your café or office, you’re part of a growing story that connects people from Nashville to Nicaragua, from farmers to families, and from coffee to clean water.

Welcome to a clearer story - same mission, same heart, now told with greater purpose. One cup, one guest, one impact at a time.