Every mark has a meaning. Ours is no different.
We worked with designer Christine Majer to build something that actually stood for something. Through a word-mapping process, the bear emerged naturally — it lives in these mountains, it means something, and it felt right.
The bear carries deep significance across cultures worldwide. In many Indigenous traditions, the bear represents strength, protection, courage, and wisdom — a guardian of the land. In Norse mythology, the bear was Odin’s companion: a symbol of the warrior spirit, tied to courage and the cycles of life.
Christine took those threads and wove them into our logo:
Growth — coffee leaves and budding beans form the bear’s ears. Roots rise from the ground to frame the bear’s head; below the surface they transform into a pitchfork shape — a nod to harvest and farming, something we hope to grow into.
Seeds — the lower frame of the bear’s face is made of seeds: coffee beans, or simply the idea of planting something, tending it, and watching it grow.
The mountains — three peaks in the bear’s face, because you can’t separate this coffee from where it’s made.
The bear is us. It’s where we are. It’s what we’re trying to build.
North Bench Harvest 